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Toms takes a stand against youth domestic violence with Gucci Girls campaign

By Olivia Atkins, Branded Content Writer

August 28, 2019 | 3 min read

Creative agency HarrimanSteel has created Toms' latest Fall/Winter campaign, in which the brand takes a stand against youth domestic violence.

Inspired by research that reveals that two women in France are subject to being victims of domestic violence every five minutes, the campaign aims to encourage them to reach out to support services. Currently many young women either turn to the internet for help or not seek out help at all.

Toms partnered with French changemakers, The Gucci Gang - made up of four Parisian It-Girls and founders of Safe Place, where young people can express themselves without judgement - and French youth non-profit En Avant Toute(s) to take a stand against youth domestic violence and create safe spaces for young women in France.

Known for their One for One concept, Toms has evolved its model to inspire people to contribute to positive change in their local communities.

Lisa Hogg, the brand's senior director - marketing & giving said: “Toms is only able to create impact with the partnership of our consumers, so supporting issues that they care about and resonate directly with them is our focus. What we’ve aimed to do in FW19 is really provoke thought on the issue areas that we are supporting: these issue areas have been an output of qualitative research we have done to identify what our consumers are mostly concerned about.”

The joint project will raise awareness of domestic violence and provide real support to young women in France. Toms will give an impact grant to non-profit En Avant Toute(s) as well as power a Safe Place event to extend support services, facilitate open dialogue, and drive change.

The campaign gives changemakers a clear voice to ensure that their messages resonate locally. The program is part of a broader global initiative titled ‘Stand for Tomorrow’ and is in its third season, now shooting six different changemakers across Europe and Africa. The Gucci Gang partnership is the first in a series of spotlights on changemakers across EMEA, with the campaign due to be rolled out across digital and social channels.

Julian Harriman-Dickson, ECD at HarrimanSteel, said: “We wanted to make a campaign with universal relevance – but that speaks to the local community. To bring across the energy and personality of the changemakers, we chose to craft a direction that landed the changemakers in their cities, in a way that felt authentic and human as opposed to polished and cold.

The educational videos are provocative and confronting, and they’re calling on people to stand up for change. It was important that their personal commitment to these issues shone through. Because it’s all about their journey - in their shoes.”

Visit Toms' website for more information on the campaign.


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HarrimanSteel is an independent creative agency founded in 1999. Culturally-rooted & creatively-driven, helping shape lifestyle and cultural brands such as Patagonia,...

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