The Challenge

SOCIETY worked with The Liptember Foundation to launch its newest campaign, Lip-Stick It, a bold call to action for men to wear lipstick for a day (May 11) to raise awareness and funds for women’s mental health. Positioning The Liptember Foundation as Australia’s most trusted and respected leader in mental health, SOCIETY needed to create a disruptive launch moment before engaging momentum tactics to drive awareness for the Lip-Stick It campaign and encourage Australian men to sign up.

The Solution

To generate media appeal, SOCIETY engaged Australian Ironman, model and TV personality, Jett Kenny, as the ambassador for the Lip-Stick It campaign. In the lead up to May 11, three exclusive interview opportunities were secured for Jett across print, TV and online outlets titles including NewsCorp, Woman’s Day and Channel 7’s The Morning Show. Additionally, two social media posts were shared on Jett’s owned channels where he spoke about his authentic tie to the campaign following the death of his sister, Jami. This provided assets for SOCIETY to pitch to key entertainment media targets. Jett Kenny’s ambassador role for Lip-Stick It activated a nationwide PR press office which only grew as May 11 drew closer. Supporting tactics were paid social micro-influencer activity and KOLs gifting

The Response