River Island's New Ad Deals with the Family Stereotype
References: instagram & designtaxi
River Island taps Studio Blvd for a campaign that targets homogeneous family representation. The latest initiative is boosted with the hashtag #ThisIsFamily on social media and it seeks to liberate it from traditional stigmas.
The ad sees the modern family — "multi-ethnic [...], same-sex parent [...] and blended families." It is essentially the antithesis of the nuclear family which is "now less than one-third [...] in the UK." River Island's campaign is comprised out of a series of photographs, as well as a 40-second video. The playful initiative will run in-store and accross digital platforms.
The celebration of diversification of family representation is really nothing new for River Island. The brand has built a voice that actively advocates for tolerance accross spaces and supports love and an open-mind toward diversity.
The ad sees the modern family — "multi-ethnic [...], same-sex parent [...] and blended families." It is essentially the antithesis of the nuclear family which is "now less than one-third [...] in the UK." River Island's campaign is comprised out of a series of photographs, as well as a 40-second video. The playful initiative will run in-store and accross digital platforms.
The celebration of diversification of family representation is really nothing new for River Island. The brand has built a voice that actively advocates for tolerance accross spaces and supports love and an open-mind toward diversity.
Trend Themes
1. Diverse Family Representation - Opportunity for brands to embrace and showcase non-traditional family structures in their advertising campaigns.
2. Social Media Advocacy - Opportunity to leverage social media platforms, like River Island's use of the hashtag #ThisIsFamily, to promote and support diverse family representations.
3. Digital Marketing Integration - Opportunity for brands to utilize both in-store and digital platforms to reach a wider audience and promote inclusive messages.
Industry Implications
1. Fashion Retail - Opportunity for fashion retailers to create innovative and inclusive ad campaigns that showcase diverse family representations.
2. Advertising and Marketing - Opportunity for agencies to develop strategic campaigns that advocate for inclusivity and diversity in family representations.
3. Social Media Platforms - Opportunity for social media platforms to support and promote diverse family representations through the use of hashtags and other advocacy initiatives.
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