OUTFRONT Media recently announced that The Body Shop, acquired by Brazilian cosmetics direct seller Natura Cosmetics in 2017, unveiled its first out-of-home (OOH) campaign in the U.S. leveraging high-traffic outdoor advertising spaces to call upon the public to help ban animal testing in cosmetics.
Partnering with Cruelty Free International, the campaign is calling for a global ban on animal testing of cosmetic products and ingredients by engaging 8 million people to sign a petition calling for the United Nations to introduce an international convention to end the practice once and for all.
“The Body Shop has been Forever Against Animal Testing since the 1980s,” said Andrea Blieden, general manager, U.S., at The Body Shop. “We’re so excited to continue to spread the buzz of our campaign and bring our petition to outdoor audiences through our first-ever out-of-home marketing campaign and digital billboards in New York City. This activation puts us one step closer to our goal of delivering our petition and signatures to the United Nations later this year, and finally preventing animal testing in cosmetics forever, everywhere.”
The ads started running on March 19 and will continue through April 16 in New York City’s Times Square. It will run on a newly installed Liveboards in historic Helmsley Walkway, underneath the Helmsley Building, a New York City Landmark designed by the architects of Grand Central Terminal.
To bring the campaign to life, The Body Shop partnered with OUTFRONT, one of the largest OOH media companies in North America.
“The Body Shop has long been at the forefront of the fight against animal cruelty, and OUTFRONT Media is pleased to partner with them to add fuel to their campaign with our out-of-home Liveboards,” said Jodi Senese, chief marketing officer, OUTFRONT Media. “Forever Against Animal Testing’s message, on OUTFRONT’s intelligent state-of-the-art digital displays, reaches audiences on-the-go in prime New York City locations, including the new Liveboards installment in Helmsley Walkway.”
The petition can be signed online or at any of The Body Shop’s 3,000 stores across the world. Individuals may use the campaign hashtag #ForeverAgainstAnimalTesting on social media to raise awareness of the issue.
Founded in 1976 in Brighton, England, by Anita Roddick, The Body Shop is a global beauty brand. It seeks to make a positive difference in the world by offering high-quality, naturally inspired skincare, hair care and make-up produced ethically and sustainably. The Body Shop pioneered the philosophy that business can be a force for good, and this ethos is still the brand’s driving force. The Body Shop has more than 3,000 stores in more than 60 countries.