The Non-Apology

The Non-Apology

Goodiebox / Film

83% of women struggle with feelings of guilt and the feeling of having to apologise for things they shouldn’t. But living the life you want should inspire celebration not shame. So self-care brand Goodiebox asked their own consumers what they would no longer apologise for, and turned it into one united Non-Apology.

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The project was created in collaboration with more than 5000 Goodiebox consumers who all shared their stories with us

The video inspired thousands of people across platforms and countries to share their own Non-Apologies