The&Partnership and Chico’s Celebrate the Confidence and Wisdom that Come with Age in New Social Video Campaign
Sep. 11, 2018
NEW YORK--(BUSINESS WIRE)--Sep 11, 2018--The&Partnership and Chico’s announced today the launch of a new, age-positive social video activation starring bestselling author, advocate and entrepreneur Lee Woodruff. Part of the specialty retailer’s #HowBoldAreYou ™ campaign, which encourages women to proudly and publicly embrace their years, the video finds the 58-year-old Woodruff hitting the streets of NYC to playfully challenge women to reveal their age. The encounters lead to conversations about the confidence and wisdom that come with every additional year. The video is online at: https://www.youtube.com/watch?v=QeJyTIe6xUM
Launched earlier this year, the #HowBoldAreYou ™ campaign has already inspired tens of thousands of women to confidently let the world know – through statement tees and digital media – how many years “bold” they are. The new video builds on this momentum, supporting #HowBoldAreYou ™ ’s overall mission of redefining society’s perception toward women as they grow older. To inspire viewers to get in on the action, Chico’s is also rolling out a new Facebook Messenger bot that allows them to easily add a custom photo frame to their Facebook profile pic, letting the world know their age.
“We launched #HowBoldAreYou ™ earlier this year to celebrate women and the authenticity and joy that comes with age, and the response has been tremendous,” said Shelagh Stoneham, SVP Marketing, Chico’s. “With the new video and supporting Facebook bot, we’re excited to extend the conversation and inspire more women to own their age in bold, expressive style.”
The&Partnership and its media company partner, m/SIX created the #HowBoldAreYou ™ campaign as part of an overall refresh of the Chico’s brand.
“Despite positive momentum on a variety of social issues, the marketing world has been remarkably resistant when it comes to the topic of women’s age,” said Victoria Davies, Managing Partner at The&Partnership. “With #HowBoldAreYou ™ we’re seeking to change this dynamic by helping to redefine society’s perception towards women as they grow older.”
The&Partnership is a modern communications agency uniquely built to solve the concerns and frustrations of marketers. The multidisciplinary model operates under a single-bottom line, which creates game-changing collaboration and creativity across disciplines, delivering the right answer for today’s client needs. The agency’s capabilities span 10 disciplines including advertising, media, PR, CRM, data/analytics, digital, social, mobile, innovation, content and delivery/production.
The&Partnership has 1,500 employees in 56 offices across 25 countries. For more information, visit the website at www.theandpartnership.com.
About Chico's Brand
Chico's was founded in 1983 as a small boutique selling Mexican folk art on Sanibel Island in Florida. The rich colors, bold prints, unique artisanal details, problem-solving styles and amazing personal service made a lasting connection with customers. Now, there are over 600 Chico's boutiques and outlets nationwide, international (franchise) partners, a monthly mailer, and round-the-clock shopping at chicos.com and chicosofftherack.com.
View source version on businesswire.com:https://www.businesswire.com/news/home/20180911005670/en/
CONTACT: Harmonica / The&Partnership
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KEYWORD: UNITED STATES NORTH AMERICA NEW YORK
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PUB: 09/11/2018 01:16 PM/DISC: 09/11/2018 01:16 PM