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Plus, Billie Eilish shares her truth.
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May 14, 2019
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CAUSE MARKETING GOES A LITTLE OFFSIDE
For Mother’s Day, Nike unveiled its women empowerment-filled “Dream With Us” campaign featuring the U.S. Women’s Soccer team ahead of their summer World Cup appearance. The move to align with the soccer team also has special significance: Female players are currently suing the U.S. Soccer Federation for equal pay, saying they earn far less than their male counterparts despite dominating their sport.
 
Nike’s new campaign isn’t without criticism. Following its release, Olympic runner Alysia Montaño published an op-ed alleging Nike was all for supporting female athletes—but doesn’t allow adequate time for those who get pregnant, putting valuable sponsorships at risk. The company is also embroiled in its own very public gender discrimination lawsuit since last summer that continues to play out.
 
The dilemma over a company showcasing values externally while weathering storms internally isn’t a new one—particularly in the world of femvertising—but it’s definitely an issue more brands need to pay attention to. Our latest research shows having a great one-off campaign isn’t enough for young consumers to associate a brand with a social cause. Brands need to showcase an ongoing commitment and deeper understanding to the issues they’re advocating for through long-term work, and certainly ensure their house is in order. As we recently shared with FastCompany, “That starts by putting their attention, energy, and resources on first addressing issues from within. This is how young people have redefined ‘authenticity.’ And make no mistake—young people are paying attention to that.”
ICYMI

  
This teen used her graduation cap to make a powerful statement.

  Yes, it is possible to lose 3M subscribers in one weekend.

  Youth climate activists are gaining ground: The UK is the first country to declare a ‘climate emergency’.

  Billie Eilish shares why she wears baggy clothes in a new Calvin Klein ad.

  Pinterest is the best platform to connect emotionally with users.
 
Today's Quick Hit
 Presidential candidate Mayor Pete Buttigieg slow jams the news.
DoSomething Strategic (formerly TMI Strategy) is the data-driven consultancy arm of DoSomething.org. We help brands and organizations engage young people for positive social change.

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