I seem to have a thing for promotional material, flyers and the like. I do work in communications though, so it’s a given really.
Recently I ducked into Lorna Jane and picked up the latest brochure out the front. The headline caught my attention “I am made of this”. It was bold and involved me. When I got home I jumped on instagram and found a whole bunch of other videos supporting this campaign. It looked a little like this:
What did I love about this Lorna Jane campaign in particular? From the blurb from Lorna Jane herself, “I love this campaign because it shines a spotlight on inspiring Lorna Jane girls and lets them share with us what they’re truly made of!” It’s clever in a way that in involved women, like you and me to enter the running to win a spot in this campaign at the end of last year by using the hashtag #lornajanepickme on instagram. This kind of campaign follows along the lines of what we at North of Here are so passionate about – real fitness and health stories from real women.
By asking women, “What are you made of” makes me think of all the different kinds of women that are in the world – mums’, students’, single mothers’, wives’, professionals’ – you name it. But we all made of something different, and have different motivations, inspiration and reason for being. Me? I’m made of grit & determination, strength and compassion. How about you?
For example, below is a picture of Megon Christian, a law student – who is also a dancer (Check her out on instagram here). This campaign wasn’t just pictures of models in the latest Lorna Jane workout gear, it was women like Megan, a dancer or Ashlea, an exercise physiologist or Erin, a mum. Women who are passionate about living a healthy life, no matter what how that looks like in their life.
I applaud you Lorna Jane, for involving real women in your campaign and changing the way that health and fitness is sold in Australia (and the world).