Pacific’s Girlfriend brand has joined forces with Australia’s most inspirational Gen Z influencers to launch the Girlfriend Movement, a new campaign to empower the next generation of women.
Tamara Davis, Girlfriend’s content director, said: “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.”
An ambassador campaign features 10 leading teen influencers including Samantha Harris (model), Olivia Deeble (actress), Liv Phyland and Teigan Nash (Girls Who Glow), The Greene Sisters (professional surfers and equality campaigners, pictured top right), Alana Wulff (Girlish), Isabella Dymalovski (Luv Ur Skin) and Kate Gibbs and Georgia Wasley (body image warriors, pictured top left) fronting the movement and creating social hype.
The campaign is being backed by the leaders of Pacific’s most influential brands including soon-to-depart publisher 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 at Pacific, said: “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.”
Over 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.