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 the UK, we worked with Amaliah, Burnt Roti, Black Ballad and Oh Mag, as well as creating owned content for Refinery29 UK.
The pieces created by these amazing publishers had many different themes yet all circled back to self-esteem.
They delved into the impact literature has on our self-worth, to how connecting to nature affects our self-esteem, to the unconscious (and conscious) things our mums pass down to us, to unrealistic beauty standards, and so much more.
It would be impossible to include all of the stories here, so these are a few of my favourites.
Amaliah:
Burnt Roti:
Black Ballad:
4 Black Women On Style & Identity
Read the full feature here.
Intergenerational Beauty
You can watch one of the videos here.
Oh Mag:
How Feminist YA Came Of Age
Read the feature in full here.
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.