An integrated campaign from Havas Village agencies is championing work by The Body Shop and LGBTQIA+ youth advocate Minus18, to give young queer people and their allies a say on the issues that matter most to them.
The “Out for Love” campaign’s strategic media planning and buying through Havas Media Melbourne and media outreach and influencer activities via one green bean (OGB) will drive participation in a national survey launched by the Body Shop and Minus18.
The survey aims to amplify the voices of young LGBTQIA+ people who too often are sidelined from conversations and decisions that directly impact their lives. It’ll highlight issues they face today, from how supportive their school or workplace is, to sex education, gender-affirming surgery, safe spaces and whether they feel leaders in Australia are doing enough to support their community.
It reflects The Body Shop’s always on commitment to inclusivity and support for the LGBTQIA+ community. The Body Shop, one of the world’s largest B Corps, is also supporting young LGBTQIA+ leaders and celebrating Pride with the launch of a range of ‘Out for Love’ highlighters that will see $2 from each sale*donated to support Minus18’s Young Leaders Program.
OGB is driving awareness of the survey and donation from highlighter sales through media outreach and an influencer program across Instagram and TikTok. Influencers including @stylebydeni, @kathebbs, @alrighthey and @seanszeps will share posts encouraging their followers to take part in the survey.
Havas Media Melbourne has engaged Pedestrian TV as part of a media campaign to help pass the mic to LGBTQIA+ youth communities. The campaign has also been integrated into episodes 3 and 8 of 10-part TikTok series ‘Self Care’, produced by Slag Productions in partnership with The Body Shop and a leading influencer.
“OGB is proud to be working on this important campaign with The Body Shop and Minus18, we’re getting the word out to drive participation in what we want to be the biggest ever survey of the LGBTQIA+ community and allies in Australia, assembling a team of influencers and executing a product-led media strategy to spread the word,” said Simone Gupta, CEO Havas PR Australia (responsible for One Green Bean, Red Havas, and Organic Pacific).
Havas Media Melbourne General Manager, Naomi Johnston said the work aligned with Havas Village values: “The Havas Group is a strong supporter of diversity and inclusion. It is a privilege to be able to apply that commitment to the ‘Out for Love’ campaign by driving media activity that speaks directly to young LGBTQIA+ communities and their allies.”
Shannon Chrisp, The Body Shop Australia’s APAC Brand and Activism Director said: “The Body Shop is a brand rooted in activism and a proud ally of the LGBTQIA+ community. LGBTQIA+ Australians are too often excluded from the conversations that most affect them, so we are very proud to be working with Minus18 on this important campaign to amplify the community and allies’ voices, and support the next generation of queer leaders.”
The survey is open until Tuesday 15th March. Results will inform future Minus18 campaigns and events and will be published in a report later this year to further amplify the voices of these young people. To take part in the survey, please go to: https://start.yougov.com/refer/vVsz4FfjtLBT70
Credits
Client: The Body Shop
Media Agency: Havas Media Melbourne
PR and Influencer Agency: One Green Bean
* until 30 June 2022.
