Mindshare UK & M&S Love your Boobs... It starts with a BraFit: How M&S put boobs on a pedestal

Client: M&S

Actually, it started with a BraFact…or appropriately a pair of facts. Two-thirds of women were wearing the wrong size bra and a third of women had never had a bra fitting. As a company that sells 21 million bras a year this felt like a problem that M&S should be fixing.

Research has made it clear that bra needs are as diverse as the bodies that wear them. There was, however, one common barrier to getting fitted.  A lack of body confidence. M&S prides itself on being for everyone, and now was the time to demonstrate that by not just promoting bra fittings but celebrating the rich tapestry of body types. It starts with BraFit, but the ultimate goal is body confidence. If it’s not too highfalutin, ‘Love your Boobs’ is a shorthand for self-love.

A key expression of this message of body-inclusivity was Lydia Reeves’ art installation,  'Sixteen' - featuring casts of the chests of 16 diverse M&S colleagues and customers.

The campaign has only just ended, but its impact has been both immediate and, it seems, enduring. Bra fittings remain up dramatically compared to last year (+67%). One in five women noticed the campaign (double that of a year ago), and over half of all UK women would consider using BraFit. There have been a total of 2.5m organic social views, with customers complimenting the diverse casting of the campaign. Oh, and more bras are being sold too – up 4%.

We’ve started to love our boobs.