We always love to see social media and social good combine. Today’s guest post from Heather D’Amico shows how the Kind Campaign took the “mean” out of Mean Girls to raise awareness about the negative effects of bullying among girls:
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Post by: @heatherdamico
Most of us can recite the movie Mean Girls word-for-word (I know I can), or at least recount the famous line Gretchen Wieners said ever-so succinctly, “You can’t sit with us!” In honor of the movie’s 10 year anniversary, the Kind Campaign, an international movement bringing awareness about the negative effects of bullying among girls, utilized social media to spread the message, “You CAN sit with us”.
Founded by Lauren Paul (wife of Breaking Bad’s Aaron Paul) and Molly Thompson, Kind Campaign posted on its Facebook, Twitter and Instagram pages encouraging people to share an image with the hashtag #youCANsitwithus in an effort to end girl-against-girl bullying.
Major celebs, like Amanda Seyfried, Sophia Bush, Kellen Lutz and Shay Mitchell, posted the image for their hundreds of thousands of followers to see and share.
Since launching on 4/30, the #youCANsitwithus hashtag has generated 9 million Twitter impressions and 10,500 Instagram mentions*, and has been featured in publications like Women’s Health and LA Times.
Unfortunately, we know social media is used as a main source for cyber bullying, but Kind Campaign’s #youCANsitwithus initiative shows the power of social good and how social media can influence the masses with a positive message. It is also an example of how to leverage social media platforms to proactively engage in a current event and trending topic to elevate a brand’s message.
Kudos, Kind Campaign. We’d be proud to sit at your table any day.
Heather D’Amico is Director of Social Media at Nike Communications, where she is responsible for developing and executing digital activations for brands, as well as building and maintaining their online presence, reputation and sales.
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*Statistics pulled from Sysomos