DENVER, Oct. 8, 2018 /PRNewswire/ -- In celebration of International Day of the Girl, recognized by the United Nations on October 11, The Integer Group® has launched "The Pretty Conversation," which promotes girls' self-worth. The campaign includes the launch of a children's book, Pretty, along with social media calls to action, to inspire, encourage and support meaningful conversations surrounding girls' self-worth and redefining what it means to be "pretty."
Pretty, written by Dani Coplen, Executive Vice President, Executive Creative Director at The Integer Group®, and illustrated by Natalia de Frutos, uses small twists on the word "pretty" to make a big shift in mindsets about appearance and self-esteem. It is a book for every girl, in celebration of all the pretty amazing things she already is and that she will become. Portions of every sale of the book will go to support Girls Inc. and their mission to help girls embrace what makes then strong, smart and bold.
"More than one-third of 7- to 10-year-olds think their looks are the most important thing about them1; it is our responsibility to teach girls, starting at a much younger age, that self-worth, potential and confidence are all so much more than appearance, which is the message of this book," said author Dani Coplen. "As a parent, I realize the challenges my daughters will face and the responsibility I have to teach them about self-worth. As an advertising creative, I realize the impact our industry—and specifically social media—has on every girl, and how it is our responsibility to shift cultural norms. Pretty and our #theprettyconversation social campaign call on parents, teachers, caregivers—everyone—to help renew what 'pretty' means and the effect that meaning will have on girls and their self-worth."
Social media contributes significantly to the issues girls face, with 65% of girls citing increasing pressures from advertising and media to reach an unrealistic standard of beauty2 and 35% worried about people tagging them in unattractive photos.3 To tackle the issues social media fuels and to amplify the message of Pretty, The Integer Group, a Commerce Agency that lives at the Intersection of Branding and Selling® and a key member of Omnicom Group Inc., is launching a social media activation to change the conversation around "pretty" by turning typical selfies into #selfworthies and pretty into #prettysmart, #prettykind, #prettybrave, and much more.
The Pretty Conversation calls on parents, caregivers, young women and anyone who supports girls around the world to upload an image depicting a girl you know who deserves to be celebrated for the pretty amazing person she is and will continue to become. Another way to participate is to post a selfie with a caption featuring advice about self-worth that you wish you could share with your younger self.
The campaign will utilize the following hashtags: #theprettyconversation, #strongsmartbold and #pretty________ (fill in the blank, for example, with "amazing," "smart," "funny" and "talented").
In addition to #theprettyconversation activation, the campaign will also include a series of Pretty book readings in Denver, New York, Los Angeles, Chicago, Dallas and Des Moines.
About The Integer Group®
The Integer Group is a Global Commerce Agency that lives at the Intersection of Branding and Selling®. We utilize data and culture to fuel creative ideas that build brands and drive transaction, in and out of store. We believe that in today's world, everyone is a shopper—all the time, everywhere. So we design programs that accelerate people from living to looking to buying. A key member of Omnicom Group Inc., Integer has more than 1,100 associates in 25 offices across the globe, including locations in Africa, Asia, Australia, Europe, the Middle East, and North and South America. The Integer Group's clients include AT&T, FedEx, Mars/Wrigley, Michelin, P&G, PepsiCo and Starbucks. www.integer.com
About Girls Inc.
Girls Inc. of Metro Denver (GIMD) was founded in 1983 by individuals committed to reducing the number of girls becoming teen mothers, dropping out of high school, and entering correctional facilities. GIMD is an affiliate of the national Girls Incorporated organization, a recognized authority on girls' issues with a history dating back to 1864. Its mission is to inspire all girls to be strong, smart and bold, and its vision is a world in which every girl values her whole self, discovers her inner strengths, and achieves her goals.
SOURCE The Integer Group