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Eve Appeal: how one local collaboration leads to supporting a good cause

Eve Appeal

Local businesses have a great opportunity to join forces and create something different, something where local residents and customers can get involved in. So today I want to share with you a great example of how one collaboration leads to supporting a good cause, the Eve Appeal.

The idea started when Courtney Smith, who runs The Beauty Shop, a cruelty-free, vegan based beauty salon, came across the shocking statistics of  gynaecological cancers through the Eve Appeal. Since she meets lots of women in her salon every day, and there wasn’t much awareness about the charity or the symptoms to look out for, she decided that her business has the opportunity to have a much needed voice to speak out about vagina health not only with them but also her local community.

She approached another local business who caters for women, Coco-Boo Lingerie, run by Alma Brayley-Neale and together they decided to launch a campaign directly working with The Eve Appeal. They created a photoshoot in the Coco-Boo boutique, hiring a local photographer to visually capture and bring the campaign alive. All visuals (example below) from the shoot they use across a variety of marketing and communication including social media, email, online and editorial channels to help with spreading awareness.

Eve Appeal

For 1 month, during the period from today, 14th January 2019 – 14th February 2019, both businesses will be donating proceeds from services and sales to the charity. The Beauty Shop will be donating 10% from all intimate/bikini waxes and Coco-Boo Lingerie will be donating 10% from sales of knickers of all brands stocked in the boutique. Both businesses will also have collection boxes in store and they have set up a Just Giving page for those that are unable to visit either business for an appointment/purchase, or who would rather make a donation online.

As Courtney told me, “We wanted to create an exclusive photoshoot to give power to our campaign and to encourage people to stand up and donate. We’ve decided to name our campaign ‘Vagina Is Not A Dirty Word’ to help break the stigma and taboo when talking about our vaginas, our gynaecological anatomy and health. Alma and I, with our volunteered team of local suppliers, have collectively created a campaign and a library of strong and powerful images to highlight that what may be perceived as “normal” on the outside, could be a very different story underneath…”

“We’re fortunate to have already received interest from local media outlets to promote our campaign which will help to raise awareness and funds for The Eve Appeal. We’d love even more support from local businesses and the public by sharing our social media posts when we launch our campaign early January 2019 to help promote our 4-week fund-raising initiative.”

About The Eve Appeal

Every day in the UK, 58 women are diagnosed with a gynaecological cancer and 21 will die. The Eve Appeal is the only UK national charity raising awareness and funding research into the five gynaecological cancers – womb, ovarian, cervical, vulval and vaginal.

The Eve Appeal was set up to save women’s lives by funding ground-breaking research focused on developing effective methods of risk prediction, earlier detection and developing screening for these women-only cancers. The charity has grown and developed in parallel with its core research team, the Department of Women’s Cancer at University College London (UCL), taking place in 31 institutions across 15 countries. The Eve Appeal have played a crucial role in providing seed funding, core infrastructure funding and project funding in addition to campaigning to raise awareness of women-specific cancers.

The world-leading research that is funded is ambitious and challenging but their vision is simple:

A future where fewer women develop and more women survive gynaecological cancers.

Please follow and share the campaign and also the special 10% donation on Facebook and Instagram via @thebeautyshopessex and @coconutsandbooty.

Campaign credits:

* Photography by Photography by Petra (@Photography_by_petra)

* Leanne Perilly make-up artist for the photoshoot (@Leanneperilly_mua)

* Paula Bliss, Hairdresser for the shoot (@_paula.bliss)

* Danielle Zarb-Cousin, model (@Daniellezarbx)

* Camilla Bevington for marketing, general project support and charity liaison (@flamingomonroe)