The Love Project, a new social activation campaign whose mission is to address the need for love in the world, and to amplify and inspire love, was unveiled today. With its untapped potential to unite, the campaign is based on the view that love is the foundation for a happier, more beautiful world.
The Love Project is an extension of Revlon’s Love is On campaign, which launched in 2014, and reflects the brand’s belief in the power of love and the diversity of beauty.
This is the beginning of a social movement campaign that will continue through upcoming collaborations and calls-to-action to spread more love in the world. The campaign previews with a 30 second video, featuring “Million Reasons” by Lady Gaga, posted exclusively on the singer’s social channels. This video will be followed by a commercial spot directed by Brett Ratner and starring Lady Gaga, Pharrell Williams and Ellen DeGeneres, that will air during The 89th Academy Awards broadcast on Sunday, February 26th. The commercial will initiate a call-to-action to help spread more love in the world, inviting anyone who is inspired by love to visit theloveproject2017.com and create custom, shareable content that symbolizes what love means to them with the hashtag #Lovein3Words.
Visitors will also be invited to support Born This Way Foundation, From One Hand to AnOTHER, The Trevor Project and/or the Women’s Heart Alliance (the “WHA”), all founding not-for-profit partners of The Love Project.
“The Love Project is the beginning of a social movement which aims to inspire more love, acceptance and caring in the world,” said Carlos Barreto, Revlon Senior Vice President Marketing. “At the heart of this campaign is the belief that all people are beautiful and that love can create a better world.”
Revlon has committed one million dollars in combined charitable contributions to the following founding not-for-profit partners; WHA, which is dedicated to women’s heart health, to Born This Way Foundation, which is committed to building to a kinder and braver world by empowering young people, From One Hand to AnOther, which aims to provide at risk kids with educational tools and resources, and to the Trevor Project which provides crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender and questioning (LGBTQ) young people ages 13-24.
In addition, to amplify the #LoveIn3Words message, Revlon has teamed with Amazon as the first-ever beauty company to do a shipping box takeover. Select Amazon fulfillment centers are shipping customer orders in Revlon-branded boxes featuring the #LoveIn3Words call-to-action for a limited time.
Consumers can join the Love Project movement by visiting theloveproject2017.com to create their custom #Lovein3Words to post on their social channels, make a donation or inspire others to join in and help spread the love. As the campaign unfolds, consumers will learn more ways in which they can choose love and inspire others to do the same.
Originally posted here.