The&Partnership and Chico’s announced today the launch of a new, age-positive social video activation starring bestselling author, advocate and entrepreneur Lee Woodruff. Part of the specialty retailer’s #HowBoldAreYou ™ campaign, which encourages women to proudly and publicly embrace their years, the video finds the 58-year-old Woodruff hitting the streets of NYC to playfully challenge women to reveal their age. The encounters lead to conversations about the confidence and wisdom that come with every additional year.
Launched earlier this year, the #HowBoldAreYou ™ campaign has already inspired tens of thousands of women to confidently let the world know – through statement tees and digital media – how many years “bold” they are. The new video builds on this momentum, supporting #HowBoldAreYou ™’s overall mission of redefining society’s perception toward women as they grow older. To inspire viewers to get in on the action, Chico’s is also rolling out a new Facebook Messenger bot that allows them to easily add a custom photo frame to their Facebook profile pic, letting the world know their age.
“We launched #HowBoldAreYou ™ earlier this year to celebrate women and the authenticity and joy that comes with age, and the response has been tremendous,” said Shelagh Stoneham, SVP Marketing, Chico’s. “With the new video and supporting Facebook bot, we’re excited to extend the conversation and inspire more women to own their age in bold, expressive style.”
The&Partnership and its media company partner, m/SIX created the #HowBoldAreYou ™ campaign as part of an overall refresh of the Chico’s brand.
“Despite positive momentum on a variety of social issues, the marketing world has been remarkably resistant when it comes to the topic of women’s age,” said Victoria Davies, Managing Partner at The&Partnership. “With #HowBoldAreYou ™ we’re seeking to change this dynamic by helping to redefine society’s perception towards women as they grow older.”