Beauty company Avon today launched its global Beauty For Purpose initiative in Australia with an integrated campaign called Speak Out Against, in partnership with The Conscience Organisation (TCO).
Spanning digital, social, influencers and PR, the two-month Speak Out Against campaign invites Australian women to speak out about the issues they are against, so working together, Avon can support these causes.
“We’re excited about this campaign as it launches our visionary Beauty for Purpose positioning in a way that demonstrates relevance and heritage to a new generation,” said Samantha Condy, head of marketing, Avon, Australia and New Zealand.
“We want Beauty for Purpose to have a special meaning in Australia. Avon is a brand that knows the value of a perfect lip but still opens its mouth to speak out against domestic violence. We fight wrinkles on one hand and breast cancer on the other. We’ve donated close to (USD) $1 billion to breast cancer research and also support White Ribbon Day, however we want to know the issues that Australian women are most passionate about to inform what we support moving forward,” Condy continued.
The Speak Out Against campaign invites people to upload a tailored selfie and select the cause they are most passionate about, using the hashtag #ispeakoutagainst. The site, developed by Cypha, reveals scaled word clouds of the issues that Australian women are most passionate about, giving insight into the each other’s concerns and opinions.
Users are also provided further information about the issue they are most passionate about, including links to organisations they can further support. The campaign has already received support from Sally Obermeder, Laura Dundovic and Tammin Sursok, in addition to over twenty influencers like Chloe Poliwka and Ruby Golani.
“We love working on projects for good. It fits our core values.We know that people like using social media to support causes, however the most successful campaigns also allow for self expression, they’re easy, immediate and harness the power of word of mouth.We hope that women will rally behind this campaign and look forward to the impact it will have on these important issues,” said Nate Martin, creative lead at TCO.
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