#ThisIsFamily follows in the footsteps of last year's 'Labels are for Clothes' diversity campaign that celebrated the impact of the hashtag in shaping opinions of minority groups.
The traditional nuclear family now represents less than one-third of families in the UK, while blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families have grown significantly. Despite this, the multi-faceted family is often overlooked in advertising.
The campaign is thus an ode to diversity in family units and focuses on images which examine how the traditional nuclear family of yesteryears has transformed.
Under the hashtag #ThisIsFamily, River Island seeks to redefine the family stereotype and display it in all its forms.
The campaign will run in-store and on River Island's owned channels, as well as across digital and social.
Angela Asiedua, head of brand marketing, River Island said: “Our #ThisIsFamily’ campaign created with Studio Bvld seeks to re-address outdated labels and family stereotypes. At River Island, celebrating our customers alongside championing diversity and inclusivity is at the heart of everything we do as a brand. It’s our hope that this new campaign continues that story.”
Victor Pyk, creative director at Studio Blvd, said: “River Island is a brand that always tries to be inclusive of their customers. With that ambition in mind we created the #ThisIsFamily campaign – a true celebration and redefinition of what a family is today – never predefined and always changing.”