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DoSomething.org joins truth to stop smoking in latest Four-Legged Finishers campaign

BY Michael Johnsen

 
 
NEW YORK – Cats and dogs are twice as likely to get cancer if their owner smokes. This is due to the animals' exposure to second- and thirdhand smoke – both of which are toxic to pets. That's why DoSomething.org, the largest organization for young people and social change and truth, the nation's longest running and most successful youth smoking prevention campaign, have teamed up to give pets a voice in the movement to end smoking through Four-Legged Finishers.
 
Katherine McNamara, the star of Freeform's show Shadowhunters has joined the movement and recorded a public service announcement to encourage her fans to give their pets a voice by becoming a "Finisher" and joining the movement to end smoking for good. "My dog Sophie and I are excited to be a part DoSomething.org and truth's Four-Legged Finishers campaign to give pets a voice in the effort to end smoking," McNamara said. "Our furry friends deserve to live healthy, smoke-free lives and our generation has the power to finish smoking for good."
 
"Last summer, DoSomething.org and truth activated young people across the country to clean up more than 3.7 million cigarette butts through our GTFO campaign," said Aria Finger, CEO and chief old person at DoSomething.org. "Our members are obsessed with their pets and we're thrilled to join forces with truth for another unique way to help young people finish smoking for good."
 
The Four-Legged Finishers campaign uses this generations' love for their pets to help educate others about the effects of cigarette smoke on pet health. To participate, the organizations are encouraging consumers to upload a photo of a favorite pet to DoSomething.org/finishers and add a witty caption that shows how their pet feels about the fact that cigarette smoke negatively affects pet health. 
 
Participants who upload a photo and caption will be entered into a drawing for a chance to win a $5,000 scholarship from DoSomething.org. The top 12 photo and caption combinations will be selected to participate in a national meme contest. Votes cast online will determine the ultimate Four-Legged Finisher.
 
With the teen cigarette smoking rate currently at 7%, truth urges, "Let's treat our best friends like real best friends," empowering teens to 'Finish It' and end smoking for good if not for themselves, then for their pets. "#CATmageddon," first aired during the 2016 Grammy Awards broadcast and has already been viewed more than 33 million times. By tapping into pet mania, truth is rallying this generation of teens to end tobacco use for good. Four-Legged Finishers is another way for truth to continue calling attention to the impact of tobacco on pets. These and other surprising impacts on the things teens care about are all featured for sharing on thetruth.com. 
 
"The more attention we generate and the more young people we engage to help us finish the tobacco epidemic, the more lives – humans and pets – we can save," said Robin Koval, CEO and president of Truth Initiative, the national public health organization that directs and funds the truth campaign.
 
 
 
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SheaMoisture breaks down the beauty walls

BY Gina Acosta

AMITYVILLE, N.Y. — One of the beauty industry's fastest growing brands, SheaMoisture, has launched its first-ever national awareness campaign.

SheaMoisture says its new #BreakTheWalls campaign is designed to be a transformative and revolutionary multimedia effort that highlights the divisive constructs of beauty.  The first phase of the campaign includes a 60-second short film (featured above), a 30-second spot, various #BreakTheWalls digital and social assets and behind-the-scenes footage that highlight everyday women and beauty vloggers raising their voices to ask one simple question: "Why is our beauty not reflected in the beauty aisle?"

"I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal, and separating 'beauty' from 'ethnic' has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society – which is why we began leading the efforts to break down those walls," said Richelieu Dennis, founder and CEO of Sundial Brands.  "This movement is about so much more than selling shampoo, or lotion, or cosmetics.  We're advancing a mission and vision to change the social dialogue about how we're looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty – whether in the images we see or in the aisles that divide."

SheaMoisture's call to "break the walls" is the first-of-its-kind in the beauty industry, but has been an imperative for the brand since its inception – even taking 16 years for the brand to come to retail shelves because of Dennis' refusal to conform to traditional merchandising segmentation and his efforts to ensure that women who had been underserved by the beauty industry had ample access to an assortment of products to meet their lifestyle needs. 

According to the company, creating an enhanced and more inclusive beauty experience has been a charge that SheaMoisture has led directly through engagement with its retail partners and with its diverse community of women around their needs and desired experiences – particularly wanting an experience that didn't ignore or devalue the needs of women with textured hair, whether wavy, curly, kinky or coily.

As a result, many retailers have increased efforts to enhance their assortments and merchandising to reflect more inclusion in the near-term, while working with consumers to gain insights and learnings that will help them determine the next level of changes that are ultimately needed to meet their customers' needs.

"It is also important to recognize our retail partners who – in embracing SheaMoisture, our message of inclusion and our efforts to elevate how all consumers are served in their stores – are indeed embracing the New General Market approach to beauty that is bringing down these arbitrary walls," said Dennis.  "#BreaktheWalls is starting with the beauty industry, but will continue to spur dialogue and action around other societal walls that exist and that serve to divide rather than unite, and this film is only the first of more in exploring these topics."

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Lisa Hansen says:
Apr-06-2016 07:57 am

Spot on Sundial! Bravo to your intelligence behind this campaign and hope you will continue to be the force of change in Beauty for All.

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PowerBar is rebranding its image for greater mass appeal

BY Michael Johnsen
EMERYVILLE, Calif. – PowerBar is undergoing a massive relaunch to pledge to athletes worldwide that it is back and ready to power and inspire the athlete in everyone once again, the company announced Tuesday. Without losing sight of its strong sports heritage, the brand is in the midst of a transformation, which includes new products and refreshed packaging. 
 
"Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved," stated Doug Cornille, PowerBar VP marketing. "For a long time, our products did not meet what athletes wanted. We're changing that, and are improving all of our products to meet consumer demands for the right macronutrients, lower sugar, whole food ingredients, easy-to-understand labels, and superior taste. As you'll soon hear, 'Welcome to the new us.'"
 
A redesigned website will also accompany a new digital campaign, event activations and athlete sponsorships.  
 
Earlier this year, the brand debuted a new protein shake and launched a new line of reduced sugar protein bars. New Simple Fruit Energy Food, a real fruit puree, will hit stores next to the sports gels in April with additional nutrient-dense foods rolling out in 2016 and beyond.
 
Showcasing a more approachable personality, the brand's first advertising campaign in recent years is set to launch in April. The campaign will demonstrate the brand's new outlook and show that PowerBar is no longer exclusively for the marathoner or triathlete. Instead, PowerBar is for soccer, football and basketball players, as well as skiers, surfers, kayakers, spin cyclists, cross trainers, kickboxers, spike ballers, urban parkours, and all other active players in the sports world. 
 
 
 
 
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