ProblemLUSH, a leading ethical cosmetics brand supports a number of human rights, animal rights, social justice and environmental initiatives globally. In the Asia Pacific region, the socially-progressive company were unsure which issues would resonate strongly with their customer base locally and was seeking to identify relevant and campaignable issues in order to build a series of social change campaigns and initiatives that would drive real impact.
ApproachLove Frankie supported LUSH in scoping and identifying a set of relevant campaignable issues across six countries in the East Asia region through key informant interviews with a number of industry leaders, and government and non-governmental stakeholders in each country. The study resulted in the identification of campaignable issues in each country under the core thematic areas of human rights, animal welfare, and environment.
ImpactThe research led to the development of a number of insights-driven campaigns being designed locally in 5 East Asia countries including online petitions, viral content, fundraising drives, in-store activations and special edition product development in support of local campaigning and advocacy organisations fighting for change.
ServicesKey Informant Interviews in 6 countries, campaign strategy recommendations