As part of the Refinery29 & Dove global partnership we worked with 15 other publishers across four countries (the UK, Canada, Mexico and Brazil), over 12 months.
During that time we amassed over 63M impressions and more than 6.3M engagements (and counting!), creating over 247 original story assets through one central hub — an agile London-based team dedicated to every phase of the partnership - from briefing, creation, execution, measurement and reporting. I was the Creative Lead across the entire project, overseeing every piece of content published from conception to execution.
In Mexico we worked with Meow Mag, Malvestida and Coolhunter MX, among others.
Across the market these publishers created stories about collectives of women (from motorcyclists clubs to skateboarding crews, to the people behind @pussypedia) and Latin Heroes doing good for their communities across a number of fields. They also reinterpreted the hairstyles of Mexican prehispánico goddesses, chatted with teen activists working in the environmental, deaf and girl scout communities, amplified voices from the trans and indigenous communities, pushed barriers when it comes to body hair, and explored many other people and topics.
It would be impossible to include all of the stories here, so these are a few of my favourites.
Meow Mag:
Malvestida:
5 Indigenous Women Generating Representation Across The Creative Industries
Read the feature here.
The Future Is Now: 3 Young Mexican Activists
Read the feature here.
Representation Matters: 3 Trans Women On Building Their Self-Esteem
Read the feature here.
My Hair, My Revolution
Read the feature here.
Coolhunter MX:
Cultura Colectiva:
Voices With Other Voices
Watch Yoalli’s story.
Watch Socorro’s story.
Refinery29 UK Credits:
Effy Okogba, Samantha Yu, Sohini Gogel, Devina Seth, Cate Sevilla, Catarina Barroso, Kirsty Macsween, Kyla Leigh, Tierney Cowap, Stacey Townley, Montse Tanús & Chemmie Squier.