The Body Shop Worked with Apathy is Boring to Improve Voter Turnout
Colin Smith — June 10, 2024 — Social Good
References: thebodyshop & strategyonline
The Body Shop, a beauty retailer known for its commitment to ethical sourcing and cruelty-free products, has embarked on a cooperative campaign with the non-profit organization 'Apathy is Boring.' The campaign’s primary objective is to address the declining voter turnout among youth in Canada by proposing a shift of the federal election day to the weekend. This initiative is part of The Body Shop’s broader “Be Seen Be Heard” campaign, which collaborates with the UN Secretary-General’s Envoy on Youth to bolster young people’s engagement in public life across more than 75 countries. The campaign underscores the importance of collective action and legislative amendments to drive systemic change, encouraging customers to participate through various means such as protests, petitions, or educational activities.
In support of this initiative, The Body Shop has pledged a $30,000 donation to Apathy is Boring, reinforcing the partnership’s commitment to fostering active citizenship among youth. The campaign leverages digital channels for promotion, allowing individuals to educate themselves on voting’s significance and to sign a petition advocating for the election day change. Additionally, The Body Shop’s retail locations feature “Act Stations” where visitors can engage with the campaign through petitions or QR codes. The campaign also involves youth activists as influencers, further amplifying its reach and impact.
Image Credit: The Body Shop, Apathy is Boring
In support of this initiative, The Body Shop has pledged a $30,000 donation to Apathy is Boring, reinforcing the partnership’s commitment to fostering active citizenship among youth. The campaign leverages digital channels for promotion, allowing individuals to educate themselves on voting’s significance and to sign a petition advocating for the election day change. Additionally, The Body Shop’s retail locations feature “Act Stations” where visitors can engage with the campaign through petitions or QR codes. The campaign also involves youth activists as influencers, further amplifying its reach and impact.
Image Credit: The Body Shop, Apathy is Boring
Trend Themes
1. Digital Voter Education - Leveraging digital platforms to disseminate information about the voting process makes it accessible to a wider, tech-savvy audience.
2. Retail Civic Engagement Hubs - Transforming retail locations into civic engagement hubs allows for direct interaction with customers, fostering community-based activism.
3. Youth-driven Advocacy Campaigns - Engaging youth activists as influencers harnesses their reach and relatability to drive meaningful political participation among their peers.
Industry Implications
1. Beauty and Personal Care - Beauty brands expanding their focus to include social and political activism can build stronger emotional connections with ethically-minded consumers.
2. Non-profit Organizations - Partnerships with retail companies provide non-profits with greater visibility and resources, enhancing their advocacy efforts.
3. Digital Marketing and Advertising - Utilizing online channels for civic campaigns taps into the extensive reach and engagement potential of social media and digital content.
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