Hershey’s Gen Z Activist Microsite
Using its ubiquity to achieve visibility for under-represented interests and groups, Hershey’s Canadian division has created a politically charged International Women’s Day microsite, which continues its #HerShe campaign with a slight rebadging (#HerforShe).
The microsite comprises a 30-second video featuring five Canadian women’s rights activists – a predominantly Gen Z coterie, aged 16-27 – alongside written bios and 15-second videos of each of them. The activists include Kélicia Massala, founder of Girl Up Québec, a United Nations (UN) Foundation initiative, which aims to arm girls with leadership and advocacy skills. Also featured is indigenous rights and water activist (First Nation citizens’ lack of safe water is so acute that many Indigenous leaders are suing the Canadian government) Autumn Peltier, who has been speaking to world leaders at the UN General Assembly and World Economic Forum since the age of 12, and LGBTQ+ activist Faye Johnstone, whose inclusion has sparked an anti-trans backlash. Each of the activists also features on a limited-edition IWD chocolate bar, the designs of which reflect their aims (such as waves on Peltier’s bar).
Lottie London’s Trans Beauty TikTok Push
Focusing on the potent, transformative effects of make-up, Lottie London’s #EmbraceTransition TikTok campaign features transgender TikTokkers Aryana Bynés, Mabon Harper, Donnie Jackson and Charlie Nuttall talking about the role of make-up in their transition while creating beauty looks aiming to “celebrate self-expression”.
Products can be purchased via the brand’s TikTok shop, with 10% of sales donated to US-based charity partner and trans advocacy organisation Global Action for Trans Equality (Gate).