This project explores a powerful collaboration between Deep Heat, the iconic brand known for its muscle-relief spray, and This Girl Can, an award-winning campaign funded by the National Lottery that empowers women to get active. While the surface-level purpose of this partnership is to support women in soothing muscles before and after exercise, it carries a much deeper message.

Today, 89% of women report feeling unsafe when walking home, a stark reminder of the everyday fears many face. With pepper spray being banned in the UK since 1968, alternative means of self-protection are rarely discussed. Deep Heat spray can serve as a potential deterrent in threatening situations, having the same effect as pepper spray.

This campaign mirrors Deep Heat’s usual branding, but with a crucial twist: when the sun sets, the spray takes on new meaning. Women shouldn’t have to think about these things, but we do. This project is for us. 

It’s a statement, a question, and a call for awareness all in one