The Marie Claire Australia 'Shine A Light' Campaign
Katherinev123 — November 30, 2011 — Marketing
References: au.lifestyle.yahoo & sassisamblog
The Marie Claire Australia 'Shine A Light' campaign is an online and print initiative launched by the women's fashion magazine to shed light on the issue of depression and mental illness among women.
"Women are twice as likely as men to experience depression but worries about judgement often keep them from speaking out," says Jackie Frank, the editor and publisher of Marie Claire Australia. "It’s crucial that Australian attitudes towards mental health change." Since depression is still seen primarily as a weakness, the publication hopes to end that stigma with the Marie Claire Australia 'Shine A Light' campaign.
In addition to the online portion, which includes a virtual forum for women to come together in support of the cause, the campaign includes a print feature, appearing in the January 2012 issue of Marie Claire (with Cameron Diaz on the cover). It features celebrities like Asher Keddie, Ricki-Lee Coulter, Charlotte Dawson, Samantha Armytage and Jessica Rowe, among others, sharing their own stories of depression.
"Women are twice as likely as men to experience depression but worries about judgement often keep them from speaking out," says Jackie Frank, the editor and publisher of Marie Claire Australia. "It’s crucial that Australian attitudes towards mental health change." Since depression is still seen primarily as a weakness, the publication hopes to end that stigma with the Marie Claire Australia 'Shine A Light' campaign.
In addition to the online portion, which includes a virtual forum for women to come together in support of the cause, the campaign includes a print feature, appearing in the January 2012 issue of Marie Claire (with Cameron Diaz on the cover). It features celebrities like Asher Keddie, Ricki-Lee Coulter, Charlotte Dawson, Samantha Armytage and Jessica Rowe, among others, sharing their own stories of depression.
Trend Themes
1. Mental Health Awareness - The trend towards greater awareness of mental health issues is creating opportunities for magazines to address this topic through print and online forums.
2. Celebrity Endorsements - Magazines are increasingly using celebrity endorsements to promote campaigns that seek to end the stigma of mental illness.
3. Digital Support Networks - The rise of digital platforms is allowing magazines to create online support networks for women suffering from depression and other mental health issues.
Industry Implications
1. Publishing - Publishers are creating campaigns and print features that highlight mental health and depression in order to raise awareness of these important issues.
2. Entertainment - Magazines leverage celebrity stories and interviews to capture readers' interest in the fight against mental illness.
3. Digital Media - The proliferation of digital media allows publishers to create integrated online and social media campaigns that can create a digital support network around mental health awareness.
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