Project Strong

Approach

To generate awareness about Project Strong, Dentsu Creative Public Relations developed a communications strategy focused on building conversations around women’s empowerment and audience talkability.

To launch the brand’s new purpose, we hosted an event and panel discussion with leading women’s lifestyle title, Mamamia.

The panel included range of industry-leading guest speakers to discuss key considerations around women’s empowerment.

This was followed by a robust communications programme across earned media, paid partnerships, owned media and influencers.

Our expansive influencer programme was key in achieving the key objectives of building awareness and facilitating conversations with a suite of talent across micro, mid and macro tiers sharing their own stories of strength to engage audiences on an emotional level.