Unilever’s campaign for SheaMoisture is part of this week’s roundup.
Ad Age's Top 5 DE&I series takes a look at the recent campaigns, entertainment and programs through a solutions lens. Each month, we highlight campaigns and brand initiatives that get DE&I representation right. See all of the latest creativity Top 5 here.
Campaigns included in this month’s Top 5 address topics such as global water shortages and sexual health education.
Stonyfield Organic wants to encourage mothers, who are often behind the camera when taking photos of their family, to be a part of the picture in its latest initiative, PAPArazzi. The initiative aims to capitalize on the Lactalis-owned brand’s existing social media hashtag, “ProofofMoms.”
Stonyfield will send a professional photographer to the winners of the sweepstakes “to make sure there is #ProofofMom when documenting all your families’ precious first moments,” according to a press release.
Ads will run on Instagram and Facebook, with messaging that reads, “Mom, it's YOUR turn to get in the picture! Dads and other parenting partners aren’t always known to be the best photographers when it comes to capturing mom with her kids and family. That’s why we created our new PAPArazzi Program, which helps parents beautifully document their families' precious moments and firsts … with no one left behind the scenes.”
Winners will also receive a year’s worth of free Stonyfield YoBaby yogurt as part of the in-house effort.
Billboard Español is teaming up with Michelob Ultra for Billboard’s Latin Music Week, which begins in October in Miami.
The beer brand will present a fireside chat with Grammy Award-winning Colombian singer and composer Fonseca, as well as two concerts during the week-long event. Michelob Ultra will also help create branded storytelling videos of artists taking part in the event. Michelob Ultra will also host an interactive video booth for attendees to share their favorite moments of the event as part of the partnership, which marks Billboard Español’s first official partnership with Michelob Ultra.
“Our partnership with Michelob Ultra was born from our shared vision to celebrate the very best of Latin music,” said Leila Cobo, chief content officer of Billboard Español, in a statement. “Latin music is synonymous with joy and together our two brands have the opportunity to create unique experiences at Latin Music Week that tap into our audience's passion points, especially the love of music.”
Sustainability nonprofit Water for People is using New York Fashion Week to help highlight its efforts in rural India. Nearly 2 billion people around the world don’t have access to safe water, and in most (70%) households without water access, women and girls are primarily responsible for water collection, according to the World Health Organization.
The nonprofit—whose work spans nine countries in Asia, Africa and Latin America—created a short film with Edelman showing the water crisis many women face in the Chikhaldara block of India’s Maharashtra state. In the video, women who walk daily for water are depicted as runway models, whose walk ends at their nearest well. The campaign launched during New York Fashion Week.
“The film reflects the current realities and obstacles women and girls face in their journey to collect water, drawing attention to the fact that the water crisis disproportionately impacts women, including their schooling, physical safety, health, and economic opportunity,” said Katherine Williford, Water For People's chief growth officer, in a statement.
Kt by Knix, the sister brand of intimates brand Knix that specializes in teen period underwear and swimwear, released a book around menstrual education.
The goal of “Some Periods” by Knix Founder Joanna Griffiths is to break the taboo around period talk and instill confidence in young individuals when they have their first period, according to the brand. The book comes months after a bill was introduced in Florida that would ban discussion of menstrual cycles and related topics in elementary schools.
The book is part of the brand’s first-ever out-of-home campaign, “Bleed Confidence,” which launched earlier this summer. The agency Human NYC worked on the campaign, while illustrations for the book were created by Griffiths.
“I’ve proudly witnessed the progress that has been made as topics that were once considered taboo have become destigmatized moving towards an era of education and empowerment,” said Griffiths, who is also president of Knix and Kt by Knix. “Now more than ever, we need to ensure that we do not become complacent and watch things are put into motion that will undo years of work. Periods can’t be silenced, they are going to happen whether we talk about them or not.”
Unilever’s latest campaign for SheaMoisture, dubbed “Black Men Love,” aims to overcome stereotypes about Black men.
The campaign features a series of stories of Black men who speak about how love has influenced their lives. The digital content series was directed by Dominique DeLeon and produced by Durable Goods.
Last weekend, the brand also hosted pop-up events in New York and Los Angeles, giving Black men on the street roses and love letters in front of flower wall murals that read “Show Black Men Love.”
