Multiplatform teen brand Girlfriend has joined forces with Gen Z influencers to launch the Girlfriend Movement, a new campaign to empower the next generation of women.
An ambassador campaign goes live today, with 10 leading teen influencers fronting the movement and creating social hype including model Samantha Harris, actress Olivia Deeble, Liv Phyland and Teigan Nash from Girls Who Glow, professional surfers and equality campaigners The Greene Sisters, Girlish’s Alana Wulff, Luv Ur Skin’s Isabella Dymalovski and body image warriors Kate Gibbs and Georgia Wasley.
During the next 12 months, the Girlfriend Movement will come to life across all the brand’s channels, reaching more than 2.5 million audience touchpoints. Content will champion and support girls and young women with everything from entrepreneurship, healthy living, self-esteem and body love, to being the queen of coding, mindfulness and smashing those career goals.
Tamara Davis, Girlfriend’s Content Director, comments: “Empowered women empower women. At Girlfriend, we create a culture of support and self-belief. We’re the teen girl cheer squad, uplifting her, inspiring her and promoting her personal growth. Because when girls feel supported, they can do anything.
“The Girlfriend Movement takes the philosophy that’s been at the core of our brand for almost 30 years to the next level. We have a vision to unite and empower all Australian girls to believe they can.”
The campaign is being backed by the leaders of Pacific’s most influential brands including Jackie Frank, marie claire editor Nicky Briger, InStyle editor Emily Taylor and Women’s Health editor Jacqueline Mooney.
Louisa Hatfield, General Manager – Family and Entertainment, says: “The global movement around this issue is well-known. From Emma Watson to Emma Gonzalez, Oprah to Meghan Markle or our own Greene Sisters, women and girls around the world are rising-up and taking a stand.
“Gen Z girls will reshape the world as we know it. They’re teenpreneurs and tech queens, activists and influencers, opinion leaders and game changers. This is a new generation of girl power. Young women who are hyper-aware of the world around them, who believe in equality and positivity and want to feel part of something greater.
“Girlfriend is already her trusted advisor and confidant – we are now supercharging this position with Girlfriend Movement – as a new portfolio of premium content and bespoke initiatives which young Australian women can lean into, being specifically tailored to their wants, ideas, hopes and dreams.”
The schedule of content planned for 2018 includes: Girl Code, supporting young women to pursue a career in STEM, including coding 101 and grants to kickstart tech careers; Teen Talks, with first person, inspirational panels on entrepreneurship, overcoming adversity or social achievement, and; Move It, a campaign to help girls get fit and healthy.
Girlfriend Movement launches today ahead of International Women’s Day on Thursday.