The Body Shop and Minus18 launch “Out for Love” campaign to support LGBTQIA+ youth


A new campaign from The Body Shop highlights their work with LGBTQIA+ youth advocate Minus18, to give queer youth and their allies a say on the issues that matter most to them.

The “Out for Love” campaign, carried out in partnership with Havas Media Melbourne and media outreach and influence activities via a green bean (OGB), will boost participation in a national survey launched by The Body Shop and Minus18.

The survey aims to amplify the voices of young LGBTQIA+ people who are too often left out of conversations and decisions that directly impact their lives. It will highlight the issues they face today, from support from their school or workplace to sex education, gender affirming surgery, safe spaces and whether they believe that Australian leaders are doing enough to support their community.

It reflects The Body Shop‘s ongoing 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 an ‘Out for Love’ highlighter line that will see $2 from every sale* donated to support the Minus18 Young Leaders program.

OGB is raising awareness of the highlighter sales survey and donations through media outreach and an influencer program on Instagram and TikTok. Influencers such as @stylebydeni, @kathebbs, @alrighthey ​​and @seanszeps will be sharing posts encouraging their followers to take 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 also featured in episodes 3 and 8 of the 10-part TikTok series “Self Care,” produced by Slag Productions in partnership with The Body Shop and a top influencer.

“OGB is proud to be working on this important campaign with The Body Shop and Minus18, we’re spreading the word to drive participation in what we want to be the biggest ever survey of the LGBTQIA+ community and allies in Australia, by building a team of influencers and executing a product-focused media strategy to spread the word,” said Simone Gupta, CEO of Havas PR Australia (responsible for One Green Bean, Red Havas and Organic Pacific).

Havas Media Melbourne Managing Director Naomi Johnston said the work was in line with Havas Village values: “The Havas Group is a strong believer in diversity and inclusion. It is a privilege to be able to apply this commitment to the “Out for Love” campaign by conducting media activity that speaks directly to young LGBTQIA+ communities and their allies. »

Shannon Chrisp, Director of Brand and Activism APAC of The Body Shop Australia, 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 affect them most, so we are very proud to work with Minus18 on this important campaign to amplify the voice of the community and its allies, and support the next generation of queer leaders.


The survey is open until Tuesday, March 15. The 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 participate in the survey, go here.

Credits

Client: The Body Shop
Media Agency: Havas Media Melbourne
Public relations and influence agency: One Green Bean

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