Avon launches integrated ‘Speak Out Against’ campaign via The Conscience Organisation
Avon has 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.
Says Samantha Condy, head of marketing, Avon, Australia and New Zealand: “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.
“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.”
The Speak Out Against campaign invites people to upload a tailored selfie to www.ispeakoutagainst.com 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.
Says Nate Martin, creative lead, TCO: “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.”
7 Comments
It’s gonna be awkward if Australian women speak out against Avon’s animal testing of cosmetic products.
This is going to end so badly.
‘Avon’ and ‘controversy’ and start there…
Let me guess. Avon supports you speaking out against anything just so long as you’re on the right side of a fashionable “progressive” cause. Otherwise it’s probably best that you keep your mouth shut.
#yourtaxis never happened did it….
#Ispeakoutagainst bad ideas.
I think Avon will be saved by the fact that it’s a #longunwieldyhashtagthatnobodywillbebotheredtoactuallytypeinbecauselifeistooshort
plus it’s a brazenly transparent attempt to hitch their brand wagon to worthy ‘issues’ in general. Any issue at all. Anything. Hello? Yes, Avon calling. We want to take your issue, slap a bit of lippy on it and make it our issue. Because, you know, we’re nice. We are. Promise.