Challenge

Avon’s mission is to help women overcome the barriers and challenges they face, helping them become the best they can be.

Since the pandemic, most women have felt increased pressure due to being unable to see loved ones in person, financial stresses, job security and home schooling.

With fears that lockdown has set the fight for gender equality back decades, and the new research highlighting that 41% of women have lost confidence as a result of lockdown restrictions.

Inspiration

Despite over half (57%) turning to online platforms to feel connected with their peers, over a quarter (28%) of women admit they feel judged when sharing their own struggles on social media sites, 27% don’t believe anyone would be interested to hear their story and 40% don’t like to talk about themselves.

Idea

My Story Matters’ is the latest campaign released as part of Avon’s new ‘Watch Me Now’ global brand proposition.

Avon representatives and customers from all over the world were invited to share stories of the ways in which the brand has made a difference to their lives.

This allowed women to connect and share their experiences in a safe space ahead of International Women’s Day.

This is a powerful example of what can happen when you fuse those elements and provide a platform for women to authentically be themselves and confide without constraint.

Growth

Thousands of women and men have already contributed to the campaign’s “My Story Matters” gallery, which celebrates stories of strength, grit and determination, from extraordinary triumphs to everyday wins.

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