the pr creator
victoria's secret
The largest American lingerie, clothing and beauty retailer for women created in efforts to provide women with the products to make them look and feel sexy and confident.
Throughout the years, VS has plummeted within the market due to its lack of diversity/inclusivity in its marketing. and with the rise of newer lingerie companies, they need a way to continue thrive in such an ever growing industry.
the thought:
How can vs become more inclusive and diverse using the resources they already have and leveraging them?
the plan:
In June 2021, vs announced its partnerships focused on the eradication of women's cancers & also announced that they will grant and award at least $5 million annually to address racial and gender inequities and innovations that improve cancer outcomes for all women.
Along with this, annual grants will be awarded to individual scientists or research "dream teams" who are collaborating across institutions.
Black & Hispanic women are disproportionately affected by breast cancer especially.
#CheckYourselfWithVS
the way in:
According to the American Cancer Society, about 38.7% of women will be diagnosed with cancer in their lifetime.
what we'll do:
Launch a campaign centralized around research and education of womens cancers.
The Campaign
Inside of physical Victoria's Secret stores, the diagram found above will be posted inside the doors of the fitting rooms.
Underneath, there will be a link connecting viewers to a curated link to medical physicians within a 10 mile radius of their current location, as well as links to cancer research and information, i.e The Global Fund for Women's Cancer site, and the American Cancer Society site.
Brand Partner and Activations
Stella McCartney is a leading activist in advocating for breast cancer awareness. She started 'Stella McCartney Cares Pink,' in efforts to facilitate conversations and provide information on the prevention, early detection and treatment of breast cancer through education, awareness and support. Stella lost her mother, Linda, to breast cancer in 1998 and has thus focused her efforts to contributing to Breast Cancer Awareness through informative global campaigns, donating proceeds from product featured to leading support centers and charities worldwide.
One of the two primary causes of the Stella McCartney Cares Foundation, Stella McCartney Cares Pink is the next step in making a deeper and more comprehensive contribution, with a focus on patients, survivors and their loved ones.
Victoria's Secret to host a charity benefit event in Ohio at the Victoria's Secret headquarters in October, during breast cancer awareness month. Ticket sales will be donated to cancer research. There will be live speeches given by leading medical facilitators within the Ohio area, demonstrating a mammogram, knowing the signs, a question and answer segment. This will be a women's only event. Keynote speaker: Stella McCartney.
Earned Media
continued inclusivity:
From this campaign, Victoria's Secret will further their efforts to become as inclusive as possible as a brand. For brand expansion, they will begin designing new bra styles specifically for women who have been affected directly through breast cancer.
the evaluation: