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.

Check out all the pictures from Spark here.

If you’d like any further information on any of the Spark North presentations, contact hello@magnetic.media