Holland & Barrett challenges the nation to Back Your Body

The only relationship someone has across their whole life, from the moment they are born to the moment they die, is with their body. 

It supports them through every issue, injury and inflection point, so it needs backing with quality health and wellness support.

Enter Back Your Body, a brand platform built on the simple but powerful insight that we often take our bodies for granted until something goes wrong. The platform is a rallying cry to the nation to change that behaviour. As pioneers in the wellness space, Holland & Barrett is reframing its role, encouraging people to take a more proactive approach to their health and wellbeing, and giving them the advice, science-led products, tools and confidence to support their bodies every day, not just when something feels off.

Headed up by Lucky Generals' Shelley Smoler, CCO and Damien Le Castrac, CSO, the platform is designed to unlock growth among a more proactive 25–39 audience, people already engaged in their wellbeing, who trust the brand but don’t yet see it as modern or relevant to them.

Back Your Body is launching with a campaign that does this by literally giving the body a voice (or multiple bodies, and body parts, multiple voices in fact), putting it centre stage and allowing it to express what it needs, when it needs it.