Not Your Daughter's Jeans (NYDJ) is launching a unique campaign for Mother’s Day, highlighting the special role mothers play in shaping the way their daughters feel about their bodies. The campaign uses Sarah Koppelkam’s 'How To Talk To Your Daughter About Her Body' as its inspiration. Sarah’s post struck a chord with women around the world — in it she challenges moms to “remind your daughter that the best thing she can do with her body is to use it to mobilize her beautiful soul.”
In a post #metoo world, NYDJ feels this message is especially relevant and true to its mission of being a brand “by women, for women. Social influencers from diverse backgrounds have signed on to be featured in the campaign including Kelly Augustine, fashion blogger and Anastasia Ashley, professional surfer.
NYDJ and its female led agency, Quirk Creative, felt it was important to have women behind the camera as well. Natasha Kermani is directing the campaign and will use a primarily female crew on set. The work goes live this week on digital channels including Facebook, YouTube and Pandora.
Agency: Quirk Creative