Hershey’s: Celebrating SHEROES #HerForShe
To promote gender equity and provide visibility to women’s achievements, UM helped Hershey’s create a breakthrough activation to engage a new, younger female audience. The #HerForShe campaign highlighted an aspect of Canadian life not conventionally synonymous with women: Street Culture. Through a powerful integrated media approach, Hershey’s created a rich storytelling canvas that celebrated the achievements of 5 diverse women doing phenomenal work in street culture across diverse verticals. From packaging to docu-style minifilms to social media, Hershey’s celebrated these women as SHEROES, putting them on their rightful pedestal. #HerForShe was a huge success that blew past benchmarks, generated outstanding levels of earned media and inserted Hershey’s into the cultural conversation. Video Credit: Mint.