The idea behind the “Future Is Youth” campaign for Glossier stems from a fundamental belief that both PR and advertising should be used as tools to propel positive behaviour amongst society. As one of the most popular makeup brands, Glossier have built its popularity amongst Gen Z and Millennials by encouraging them to be bold and expressive in everyday life. The brand has also been aware of the issues facing young people in the USA and has taken a stance by signing the “Don’t Ban Equality” manifesto against Abortion Bans, which continuation can be seen in the campaign created above, which encourages young people to vote in the upcoming 2020 USA elections.
The connection between the political sphere and communications has been a vocal point in Karolina’s three years at the University of Westminster and continues to be so as she pursues her Master’s degree in Politics. Karolina’s main areas of interest are crisis management, media relations and campaigning for NGOs or political organisations.
Karolina Ivanovska
LinkedIn: www.linkedin.com/in/karolinaivanovska