It was a first for Ashton Kutcher and Demi Moore yesterday. The couple participated in their only prime time interview (to date) on CNN’s Piers Morgan Tonight to talk about their “fourth child” – their cause campaign “Real Men Don’t Buy Girls“. During the hour-long interview, the A-list duo did more than just prove skeptics wrong about the authenticity of their (albeit unlikely) relationship. They proved their commitment to eliminate child sex slavery and human trafficking across the globe (including the US).
I was inspired as I watched the two illustrate what their Brand as a married couple – DNA (The Demi and Ashton Foundation) – stands for. The passion between them as united leaders pushing for change was palpable, and underscored for me as a marketer the importance of enlisting spokespeople that are not only relevant, but committed to galvanizing an audience to action.
The campaign’s series of viral PSAs feature some of the couple’s famous supporters: Eva Longoria, Justin Timberlake and Bradley Cooper, to name a few. Even better than the humor powerfully used to shed light on the serious issue is that everyone can create a personal version of the video, with the star-studded cast.
As Real Men Don’t Buy Girls gains influence, the program continues to leverage social media to educate and ignite dialogue. Here are a few reasons why the campaign caught my attention:
- Sex-trafficking primarily happens online; it’s where 76% of all transactions start. Real Men Don’t Buy Girls is enlisting Facebook, Twitter and other social media channels to join the conversation where the behavior the initiative is trying to reverse is happening. Also, the real-time awareness via social media has proved critical in rallying supporters since the topic is rarely at the forefront on our national or global “reform list”
- As you can tell from the program name, it’s targeting men–the primary buyers and sellers in sex trade. It’s a noteworthy cultural re-frame that Demi and Ashton are calling for by targeting men vs. women, since as they said last night, girls/women are the victims (not the criminals) forced into prostitution. Their hope is that the consequences women involved in sex trafficking face (including the shame) be transferred to the buyers and sellers, in part by going after the top websites that are enabling the acts
- Consumers are an integral part of the campaign; not just by participating in the PSAs. Supporters can choose to get involved in a variety of ways based on their individual preferences – but one theme remains constant, they are asked to pass it on via their social networks. Supporters are also asked to take action by policing the online space and flagging ads on Craig’s List, and other sites used in trafficking. What’s more, as Ashton and Demi work to shift the conversation from awareness to solution—they are asking for consumer input on how to get there
It’ll be interesting to see where the campaign goes from here, and I’ll be watching!
“IT took years for Hollywood to create the perfect woman. Now it wants the old one back.” The first sentence of an article in this past Sunday’s New York Times: “A Little Too Ready for Her Close-up?”, got me thinking.
According to the article, casting directors are screening actors and even extras with more scrutiny than before in order to be sure they look “natural”. Said differently, an actor will likely lose the part if it’s obvious that he or she has had plastic surgery.
What’s really causing this current backlash? Is it that some have taken plastic surgery so far that they no longer look believable? Is it part of Hollywood’s desire to keep changing things up (in this case – the definition of beauty), in order to succeed at the Box Office? Or, is it because audiences insist on complete honesty and transparency (now more than ever), in order to truly be engaged? I’d say it’s a combination of all of the above.
The one thing that’s certain in my opinion is that there is still a mixed message out there. Fans and casting directors alike expect leading ladies to look flawless. However, if stars turn to cosmetic surgery to stay true to that expectation, we critique their choices to evolve their look. Keeping it real has its price too, especially since it’s well-known that roles for more mature-looking leading ladies are limited.
As I read the article I also started to think about the options that women I know (myself included) are willing to entertain to look and feel great, and I have no doubt that cosmetic surgery will continue to be popular. However, it’s good to know that perhaps the pressure of perfection may be letting up a bit … for now at least!
Part of what we do as PR professionals is strategically predict how to place the brands we represent in the right place at the right time. By doing so, the brand has the opportunity to catch the eye of an A-list editor or celebrity, which of course, elevates brand awareness in pop culture.
This past week COVERGIRL officially kicked off summer with a celebrity seeding soiree at the Byron and Tracy Salon in Beverly Hills, at an ideal time when the town was getting ready for the MTV Movie Awards. The lounge included makeup and manicure services (courtesy of COVERGIRL), as well as hair-styling, sundress and sunglass sampling, and to top it off, a liquor sponsor as well! COVERGIRL sampled cool, innovative products such as Outlast Lipstain and Lash Blast Luxe, and offered Hollywood’s elite makeup touch-ups before they headed out to their luncheon, premiere party, or media interview.
I was lucky enough to be able to be in Los Angeles on behalf of COVERGIRL, and below are a couple of things that were on my mind as I flew back from our successful event:
Our “well-rounded” celebrity suite is an example of the current trend towards a more eclectic mix of brands under one roof. Gifting suites have been around since the dawn of celebrity, but used to be much more luxury/prestige focused. Now, however, a “high-and-low” sensibility among celebrities has become a badge of credibility, and smart brands are leveraging that trend to expand their database of media and celebrity fans.
The marketing buzz phrase “participation is the new consumption” applies to the celebrity world as well. Your brand message won’t resonate with influencers by just sampling or sending product; they want to be engaged, and inviting them to be a part of a memorable experience is a strategic way to break through.
Just a few days later, bloggers and reporters have already written about the star-studded event that hosted celebrities such as Rosario Dawson, Ali Larter and Nicole Riche, and our celebrity guests are calling to see where they can find more COVERGIRL products.
Here’s to being in the right place at the right time
and to what happens next!
