The Body Shop has brought its global effort of championing self-love in a world where self-doubt is still the norm to Australia with a campaign created for local audiences by Havas Media Melbourne.
An original activist brand and acutely aware that self-esteem is compromised by media and the beauty industry, The Body Shop defied category norms to launch the Self Love Uprising campaign that aims to drive social change and inspire one million acts of self-love over a year – a milestone that has just been reached in the past week.
Havas Melbourne’s iterations, with creative by Marilyn & Sons feature diverse, inspiring local talent – non-binary stylist Deni Todorovic (they/them) and proud Aboriginal woman and mindset coach, Allira Potter (she/her) – to ensure the message feels personal and close to home for young Australians.
The Body Shop Australia’s PR and influencer agency, Havas Village’s One Green Bean, brought together local Self Love contributors including Abbie Chatfield, Clem Ford and Carly Findlay to tell their stories, alongside managing the media and influencer strategy, coverage and content.
The campaign’s advocates share their stories and self-love journey in a series of videos online and through bold OOH placements. The movement launched across Melbourne and Sydney with digital large format and high impact street furniture, with a QR code allowing audiences to find their way to the Self-Love Hub where they can explore ways to practice self-love.
A series of videos featuring Todorovic and Potter encourage people, particularly young women, to join the movement across YouTube. A full funnel social strategy ensures target audiences won’t be able to open Instagram and Facebook without seeing the Self-Love message.
“It is quite special to work with a client with shared values and beliefs,” said Havas Media Melbourne General Manager Naomi Johnston (she/her).
“It has been inspiring to work on the global Self Love campaign movement, completely brand-led and focused on raising awareness around the impact of self doubt and inspiring acts of self-love. At Havas, we believe in delivering meaningful media experiences for meaningful brands. This campaign is the complete embodiment of that belief.”
The Body Shop Deputy Brand & Activism Director Jessica Styles (she/her) added, “to inspire a ‘Self Love Uprising’ in Australia, we teamed up with two amazing local leading lights, Deni and Allira. We really wanted to elevate the storytelling behind their self-love journeys and our work with Havas Melbourne did just that.”
“We loved how they encouraged us to be bold with the placement of our content and focus on platforms that shine a spotlight on their inspiring stories. Because of this we are thrilled to say that we have already inspired one million acts of self-love, hopefully with many more to come, encouraging Aussies to rise up and create positive change in the world.”
CREDITS
Client: The Body Shop
Media: Havas Media Melbourne
Creative: Marilyn & Sons
PR: One Green Bean
