Kellogg’s Special K has partnered with Are Media to present The Positivity Project, a major network wide initiative that celebrates the power of humour and positivity in women’s lives.
The partnership with Special K was engineered by insights from ‘Humour’, a soon to be released, exclusively commissioned study by Are Media, on how to effectively use humour to connect positively with women.
The Positivity Project will highlight the impact positivity has on health and wellness, inspiring women to find joy through laughter, and reveal how enjoying themselves will boost their feel-good vibes.
One of Australia’s funniest and most successful exports, Isla Fisher, kicks off The Positivity Project on the cover of July’s marie claire, the first of many stories on positivity that will be featured across Are Media’s brands in coming months.
Special K will feature across Are Media’s portfolio of premium content brands including Marie Claire, ELLE.com.au, Who, Woman’s Day and Now to Love as part of the wide-ranging content partnership.
The campaign, which encourages women to have a positive start to the day, will be integrated and amplified through editorial and native features, leading with print advertising, video, social media, podcasts, PR and live experiences.
Lucie Wolstenholme, marketing director at Kellogg Australia said: “Are Media’s Positivity Project initiative is a natural fit with Special K, which seeks to encourage women to rise up to achieve their goals and start their day off well. This partnership enables us to integrate Special K across key media brands and channels in innovative ways that go beyond traditional media placements to connect with Australian women and help them find those daily moments of joy that contribute to their overall health and wellbeing.”
Jane Waterhouse, GM brands and commercial solutions at Are Media said: “Over recent months there has been much attention on the negative treatment of women. Our findings tell us women are keen to focus on solutions and positivity as we move into the second half of 2021. We’re delighted that Kellogg’s Special K are returning to magazine brands to connect with our young female audiences. Each month we speak to *2.29 million women aged 18 to 39 across print, digital and social platforms and as we get set to launch The Positivity Project, we look forward to partnering with Special K to amplify our campaign across our network and platforms.”
The findings of Are Media major research study into Humour will be released shortly.
