About the Project
Justine Whitchurch is an activist, recovered alcoholic, personal trainer and author. Her story about escaping alcoholism is a much needed one in society. Edmonds identified the Purpose Project, and was privileged to create a strong digital strategy, new branding concepts, viral concepts, book ideas and media contacts to assist Justine and her message. Edmonds has produced and styled two photographic shoots, BTS video with more in the pipeline as Whitchurch strives to vocalise her hero message of ‘making non-drinking normal’.
Photo by
Kit (Gold Coast) Scott Ehler (Sydney)
Client
Justine Whitchurch
The Challenge
Addressing a sensitive topic with finesse, strength and prowess.
Justine’s enormous media coverage around her message of sobriety is seen internationally. The challenge was to address an issue head on with deep sensitivity to the customer’s experience and prevent any form of ‘triggering’. Media coverage delved deep into her personal life, therefore keeping the ‘light at the end of the tunnel’ imagery was key, by promoting the positive outcomes, the claiming back of personal power and youthfulness, as Justine turns back time and reclaims her mental health, beauty and life.
