Great Body Language From Dove & Seventeen
I've admired what Dove (yes, the soap people) is doing with their worldwide “Campaign for Real Beauty” to nurture the self-esteem of teen girls. Their viral video called “Onslaught” will knock you over.
Now they've joined with Seventeen in a survey that found 91% of teen girls feel anxiety or stress about some part of their looks when getting ready each morning. And 51% of teen girls said they knew they should like their bodies better — but frequently faltered under cultural pressure to be thinner.
So Seventeen's November issue will launch a “Seventeen Body Peace Project,” which encourages girls to sign a “Body Peace Treaty” with vows such as: “Never blame my body for the bad day I'm having,” and “Remind myself that what you see isn't always what you get on TV and in ads — it takes a lot of airbrushing, dieting, money and work to look like that.”
Said Seventeen Editor Ann Shoket, “We're facing a teen crisis in teen body image. While it's our goal to help girls look great, our mission is empty if they don't feel good too.”
I'm impressed with this effort. I know some will carp that these sponsors make money off of teens' “need” to beautify. But there's no denying the power of the positive message this campaign can deliver. Short of shutting down the publishing and cosmetics industries, this effort at social responsibility is as good as it gets.
What nonprofit could muster comparable resources to deliver this message?
The campaign is described in this Ad Age article.
Issue and social marketers, watch and learn.
Ann Shoket, you deserve a bonus … I'm not sure about a raise yet!
Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer