You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re exploring The Body Shop’s first Christmas ad, which showcases the talent of spoken-word artist Rasheeda Page-Muir to shine a spotlight on the issue of female youth homelessness in the UK.
Unseen Kingdom shines a light on a hidden world all around us of 110,000 young people who exist in the background shadows of daily life, according to 2019 research by Centrepoint.
Showcasing the talent of spoken-word artist Rasheeda Page-Muir the campaign gives life to this statistic by communicating individual tales of survival such as the story of Jamie who became homeless in her late teens but is now a dancer.
Linda Campbell, UK and ROI managing director for The Body Shop, says: “It has been a tough and turbulent year for many, especially for those without the safety and comfort of a home.
“Many women who experience or are at risk of being homeless can often find themselves hidden and their voices unheard, so it's been wonderful working with Channel 4 whose vision and platform has helped bring these tough stories to the fore in a powerful, thought-provoking and uplifting way.”
The social series was produced by TCO London, greenlit by 4Studio commissioner Laura Marks and managed by Craft Media London, the strategic communications agency serving The Body Shop.
The partnership represents a commitment to activism in the run up to Christmas by appealing to the goodwill and generosity of the public at a time when life on the streets is at its hardest.
Caroline Manning, partner at Craft Media adds: “Customers want to know that the brands they shop with are trying to make the world a better place. This partnership demonstrates The Body Shop’s commitment to this, and by raising awareness of the plight of young women affected by homelessness.
”We are thrilled to have been involved in this partnership and look forward to working with The Body Shop to further demonstrate their commitment to activism in 2021.”
Unseen Kingdom is The Body Shop’s first Christmas TV campaign and will debut on both Channel 4 and E4 from 20 November as part of the broadcasters social-first branded entertainment programme led by the newly formed 4Studio.
The messaging will reflect The Body Shop’s Christmas charity partnership with End Youth Homelessness – an umbrella grouping of charities dedicated to tackling the issue of youth homelessness.