Personal hygiene brand Secret unveiled its first ever 'Nice Scholarship,' which is part of its existing anti-bullying platform titled 'Mean Stinks.' The campaign aims to eliminate girl-to-girl bullying by promoting and encouraging female youth to share kind words instead.
Young girls who are 17 years and older can enter the contest via the Mean Stinks website. Submissions will be accepted until December 14. Each girl is asked to share their thoughts and ideas about how to bring an end to bullying. Each platform will be evaluated and assessed by a panel of "sponsor-selected judges."
The Nice Scholarship will be given to three of the top submissions in the form of a $10,000 scholarship. This campaign aims to help end girl-to-girl bullying while promoting female education. Secret designed this female-empowering campaign as an extension of its existing platforms that hope to prevent bullying. The clever campaign combines the brand's product with an important social issue. Ultimately, the campaign hopes to show the world that being mean truly does stink -- in a not-so-literal way.
Anti-Bullying Deodorant Scholarships
The Secret Mean Stinks Campaign Combats Girl-to-Girl Bullying
Trend Themes
1. Anti-bullying Campaigns - The 'Mean Stinks' campaign by Secret demonstrates the rise of anti-bullying initiatives to combat girl-to-girl bullying.
2. Empowering Scholarships - The introduction of the 'Nice Scholarship' by Secret highlights the trend of scholarships focused on empowering and supporting young girls.
3. Branding with Social Causes - Secret's campaign exemplifies the trend of brands incorporating social issues to create significant impact while promoting their products.
Industry Implications
1. Personal Hygiene - The personal hygiene industry can explore disruptive innovation by actively supporting anti-bullying campaigns and initiatives.
2. Education - The education industry has an opportunity to introduce more scholarships designed to empower and support young girls in their academic pursuits.
3. Advertising & Marketing - The advertising and marketing industry can learn from Secret's successful integration of a social cause into their brand messaging to create impactful campaigns.