Be Seen Be Heard

Headland Consultancy

Client: The Body Shop

The Body Shop has a long-standing history of activism, however, this tradition had not translated onto its social media channels. Its UK Twitter channel was product-led and did not reflect its purpose; to fight for a fairer, more beautiful world.

Headland started working with The Body Shop in March 2022 to launch its partnership with the British Youth Council to lower the voting age to 16 across the UK, and launch a joint global campaign with the UN - ‘Be Seen Be Heard’ advocating for increased youth empowerment in countries. We developed a social media strategy to transform The Body Shop’s UK Twitter page into a hub for its brand activism. To do this we developed daily campaign content and infographics, engaged with activists, and hosted Twitter Spaces. We hosted the first Spaces closely after launch to explore the issue of youth suffrage; another for The Body Shop’s campaign against the Public Order Bill; and one for the launch of the Manifesto to explain the policies that The Body Shop and British Youth Council are asking all political parties to adopt. We partnered with the UN to create No Say Day – the equivalent of the gender pay gap day – to highlight youth underrepresentation globally. For this we organised a Twitter takeover led by two young activists. As a result of our work, The Body Shop has gained new followers from their key audiences and cultivated relationships with leading campaigners. Most importantly, we have made real political progress through our campaign.