The branding guru Scott Woodward (@scottwoodward) ignited a kindness revolution the past decade with the help of Lady Gaga and Harry Styles and people are talking about its impact still today.
Looking back, how do you feel about the campaign’s influence on creating a culture of kindness in schools, which has now spread to work, sports, and all aspects of living a nicer and being kind to others?
It’s been incredible to reflect on the impact of those two important cause marketing campaigns that have ignited a conversation about bullying and being kind in various spheres, not just in schools but also in workplaces and sports environments. The voices of Lady Gaga and of One Direction were instrumental in reaching students with relatable and powerful message.
In the years following the campaign, how have you seen your vision of youth empowerment and anti-bullying evolve within other sectors, like the work environment?
The evolution has been profound. The campaign ignited a movement that has since been embraced globally. We’ve seen schools implementing comprehensive anti-bullying programs, businesses adopting zero-tolerance policies towards workplace bullying, and sports organizations focusing on creating supportive environments for athletes. Being kind is good for everyone.
What role do you think the iconic imagery and branding of the campaign played in its widespread impact?
Visuals are powerful. The black and white imagery, combined with bold, vibrant colors, created a striking and memorable message. It helped people of all ages to resonate with the campaign’s core values of kindness and empowerment, especially with such iconic talent attached.
Over the past decade, how have digital platforms influenced the spread and effectiveness of anti-bullying messages?
Digital platforms have been hugely instrumental and have allowed for broader reach, frequency and with more engaging ways to spread anti-bullying messages. Social media has been a double-edged sword; while it can be a breeding ground for cyberbullying, it’s also a powerful tool for spreading positivity and support. The 1D campaign broke Twitter at the time and achieved over 5 billion media impressions.
What challenges have you encountered in sustaining the momentum of the anti-bullying movement, and how have you addressed them?
One major challenge is keeping the conversation fresh, relevant and ongoing. We’ve addressed this by continuously evolving our approach, incorporating new voices, and aligning with current cultural and societal shifts. It’s about staying connected with the youth and understanding their perspectives. As an adjunct at Parsons, I get real-time feedback.
Finally, what future initiatives can we expect from SEW Branded in the realm of anti-bullying and youth empowerment?
We’re focusing on more interactive and immersive experiences. Expect to see initiatives that leverage technology and art to engage young people. We’re also looking to collaborate with more influencers and organizations to amplify our impact. The goal remains to empower youth and create environments free from bullying.
Do you have any of your own insights on your continued dedication to this crucial cause?
It’s a cause close to my heart, and I’m excited about what the future holds as the notion of being kind and living nice infiltrate our culture, world and environments. We recently were profiled by MSN.com recognizing the impact of our campaigns a decade ago and how other media, like CNN and The Harvard Business Review, have written about kindness in the workplace after the initial focus in schools. It’s gratifying to know it had impact and I’m eternally grateful to Lady Gaga and One Direction for their help.
Do you think the fashion industry has become kinder?
I do think kindness has permeated the workplace in a profound way today, including the fashion industry, particularly after a life changing global pandemic and #metoo #goergeflloyd movements.
Have you seen evidence it has had effect?
Harry Style’s own Mom, Anne Twist recently called-out internet trolls on Instagram for being so cruel to Harry online over his new short haircut and mentioned his longtime dedication to the cause. We agree with @annetwist and concur with his quip from our spot a decade ago, “it costs nothing to be nice.”
What was the most memorable part of the campaigns?
H.A.R.R.Y. S.T.Y.L.E.S.
#LIVENICE #BEKIND
Presented by Ascend Agency
