The Body shop - be seen be heard
CHALLENGE
Kids need to vote. Full stop. The world today has the largest generation of young people in history, yet the average age of world leaders is 62. The most pressing issues can be addressed and fixed, but we need young people to participate. The Body Shop and the UN Secretary-General’s Envoy on Youth needed us to help amplify youth voices in public life.
SOLUTION
We engaged Gen Z and Millennials through Third3ye™ and found that they don’t trust the government because they don’t see themselves represented. We created the “Flex Your Vote” campaign for the global “Be Seen. Be Heard” initiative: social media and CRM coupled with our anthem video that ran in 200 North American stores. All in-store “Activation Stations” featured voter registration QR codes.
RESULTS
1.2M+ voters registered. 42M+ Americans were reached. We played a part in the turnout for a midterm election that produced the first Gen Z member of Congress, Maxwell Frost; the first two openly lesbian governors, Maura Healey and Tina Kotek; and the first trans man elected to a state legislature, James Roesener (and he’s 26).
