At Spark North, Laura Chase, head of Create Development at Hearst UK, shared details of Project Body Love, a Hearst initiative and partnership with P&G that has been designed to affect lasting positive change on the issue of body confidence.
Championed by Women’s Health and supported by Cosmopolitan, Elle, Red and Good Housekeeping, the multi-platform campaign looked at consumer attitudes on the subject and uncovered high levels of negative language and self-criticism among women in relation to their bodies.
Using editorial, live events, collaborative work with influencers, and podcasts the project has addressed the issues, shining a light on negativity, encouraging positivity and body confidence.
Laura said “The campaign is empowering, it’s really diverse, it’s really inclusive and it’s incredibly positive – that’s everything that P&G and the beauty industry should stand for, and it’s a really strong example of a brand using advertising to do something really great.”
Laura also shared a multi-channel campaign Hearst created for Unilever’s Comfort brand, which aimed to connect with Millennial and Gen Z audiences to drive sales. The resulting ‘Long Live Clothes’ campaign reached 1.4m people within the target audience, tapping into their passion around the subject of sustainability.
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