straight up women


Building on last years campaign success by launching a new initiative to champion women all over the country.

To build on the success of last year’s campaign, we continued to generate awareness around E45’s brand and popular ‘Straight Up’ messaging by launching a new initiative; ‘Straight Up Women’. The campaign combined a hugely topical and newsworthy subject; women's equality, with E45’s Straight Up messaging to provide a platform for women to find their inner-confidence and celebrate one another.

To do so, we commissioned research to identify exactly what it is that makes women Straight Up, and the characteristics in them we most admire – shortlisting a list of 100 inspirational women in the UK across sport, music, entertainment etc. We then worked with some of these women identified to post about the campaign on their social channels.


For the second spike of the campaign we used further research which explored women’s true perceptions of themselves and the moments they wish they could be more ‘Straight Up’ – alongside this, we worked with a women’s confidence coach to analyse the findings and provide tips and advice on how to rebuild lost self-confidence.

We also utilised time with E45’s ambassador; Nicola Adams OBE, in securing press interviews on Sky News, Mail Online, Gay Times and Glamour Magazine to elevate and further spread the campaign messaging.

To date, 35 pieces of coverage were achieved with a reach over 1.3 million and a 100% positive/neutral sentiment.