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It's in YOU

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YOU is beloved by Mail on Sunday readers as the nation’s most inspirational magazine for multi-generational women. Non-readers, however, thought it covered little more than horoscopes and how-tos.

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We needed to bring the beating heart of the magazine to life for a wider audience. Real stories by and for women in their prime: happier, sexier, and freer than they’d ever been.

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The world – including the category itself – tells these women they’re over the hill. So our campaign celebrated their strength, their power, and just how fabulous they really are. 

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Preliminary results show that those who saw the campaign were more likely to associate YOU with being ‘modern’ and ‘for people like me’, with over a 1/3 of less regular readers saying the campaign would make them more likely to buy it at the weekend. 

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