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Hi! Welcome to My Writing Minor Capstone Project! My name is Sophie Burton, I am a senior at the University of Michigan pursuing a career in magazine journalism. As an aspiring editor with a number of editorial internships under my belt, and an understanding of PR and advertising through my editorial positions, I drew out a mock ad campaign of a partnership between beauty brand, Glossier, and Planned Parenthood with a banner ad, a print ad Instagrams and an editorial piece to be published in a magazine like InStyle or Marie Claire.

 

The language and aesthetic of the banner and print ad, magazine and social posts were inspired by research about the brand's mantra and style as well as research about other executions of social justice based ad campaigns. The ad copy includes quotes from the brand's founder, Emily Weiss, from her blog, Into The Gloss that launched the brand.

 

The campaign would run over a one month period, with a percentage of Glossier's proceeds for that month going to the Planned Parenthood, and with every Glossier purchase that month, customers would receive a free mini face mask and a Glossier pin, perfectly Instagram-able for their loyal customers to share on social in order to increase support for the campaign, and for both brands.

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The idea behind the partnership, aligning with the Glossier and the Into The Gloss mantra, is that women should stick together to support all of our needs. For your skin’s health; Glossier’s got you covered, for your reproductive health; Planned Parenthood’s got you covered. Customers would be asked to Instagram with the hashtag #wegotyoucovered repping their new face mask and PP pin to show their support.

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                                                               Check the campaign mockups HERE