Apple + ME = Social Advocacy
Amarachi Anozie
Marketing Strategist
Social Media Marketer
Content Creator
Apple
During my time at the Marcus Graham Fellowship, I led the ideation of a four-week Social Advocacy Campaign for Apple's marketing and communication organization alongside my colleagues.
Apple Marcom tasked us with creating a social advocacy campaign using brands that have failed in the past to showcase how they could resurrect their brand's public image through social media advocacy.
I and the 13 BIPOC creatives selected for the Marcus Graham Project Fellowship who worked on this Apple Advocacy Campaign.
We chose 2 brands that are usually under fire and have a compromised public image.
The "Ask" that Apple gave us to solve.
We created 4 pillars of advocacy. Shakin the Table: focuses on bringing social issues to light on global platforms. Give the Voice Back: gives internal employees and victims of social issues the platform to be heard and validated. Open Your Purse: holds brands accountable to put monetary support behind their activism.
We chose two brands that have been under fire publicly.
IBM was under fire in 2020 for racial bias in their facial recognition software that was sold globally.
Mock-up: of IBM's CEO coming out to speak on the accusations on LIVE.
CEO comes out and speaks on the controversy on Youtube.
Uncovering the Truth falls under the pilar shakin the table and sheds more light on the controversy.
Give the Voice Back: "Influencers from within" gives the back to the employees and communities who have been affected.
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Open your Purse: Just for You allows IBM to create new programs for marginalized groups.
Open Your Purse: IBM calls on industry peers to join in on social and monetary advocacy.
With an extensive background in social media and content creation, especially in the fashion category, I picked Brandy Melville because of its scandalous past and solely led the ideation of this section.
Shakin the Table: "We messed up" shows a mock-up of Brandy Melville's CEO coming clean about the adverse history of the brand.
Shakin the Table: "We messed up" shows a mock up of Brandy Melville's CEO, giving former brandy Melville models and workers the platform to speak on their experiences of body image prejudice and educate him on how their experiences can be improved.
Give the Voice Back: Uncovering Truth shows a mock-up of an #Antitriggering campaign where creators and consumers come out to share their stories about body image and discrimination.
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#Antitriggering campaign layout on TikTok.
Give the Voice Back: Influencers from within shows a mock up of how past and current employees were highlighted and given the platform to share their stories.
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Open your Purse: Just For You shows a mock-up of Brandy Melville launching a product as a result of the social advocacy campaign and donating the proceeds to the social advocacy cause.
Open your Purse: You tryna match completes the advocacy campaign by highlighting diverse models that Brandy Melville will be casting and paying in addition to calling upon their peers within the industry to follow suit.
CONCLUSION
examples of what doesn't work when brands come out and display performative activism.
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