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Creative

The Pretty Conversation Kicks off for International Day of the Girl

lbbonline.com, Tue, Oct 09, 2018

In partnership with Girls Inc., the Pretty children’s book and a social media campaign aim to redefine the word “pretty” and help young girls reclaim their self-worth

The Pretty Conversation Kicks off for International Day of the Girl

 In celebration of  International Day of the Girl, recognised by the United Nations on October 11, The Integer Group has launched “The Pretty Conversation,” which promotes girls’ self-worth. The campaign includes the launch of a children’s book, Pretty, along with social media calls to action, to inspire, encourage and support meaningful conversations surrounding girls’ self-worth and redefining what it means to be “pretty.”

Pretty, written by Dani Coplen, Executive Vice President, Executive Creative Director at The Integer Group, and illustrated by Natalia de Frutos, uses small twists on the word “pretty” to make a big shift in mindsets about appearance and self-esteem. It is a book for every girl, in celebration of all the pretty amazing things she already is and that she will become.

Watch the film about the book here. 

Portions of every sale of the book will go to support Girls Inc. and their mission to help girls embrace what makes then strong, smart and bold.

“More than one-third of 7- to 10-year-olds think their looks are the most important thing about them it is our responsibility to teach girls, starting at a much younger age, that self-worth, potential and confidence are all so much more than appearance, which is the message of this book,” said author Dani Coplen.

“As a parent, I realise the challenges my daughters will face and the responsibility I have to teach them about self-worth. As an advertising creative, I realise the impact our industry—and specifically social media—has on every girl, and how it is our responsibility to shift cultural norms. Pretty and our #theprettyconversation social campaign call on parents, teachers, caregivers—everyone—to help renew what ‘pretty’ means and the effect that meaning will have on girls and their self-worth.”

Social media contributes significantly to the issues girls face, with 65% of girls citing increasing pressures from advertising and media to reach an unrealistic standard of beauty and 35% worried about people tagging them in unattractive photos.To tackle the issues social media fuels and to amplify the message of Pretty,  The Integer Group, a Commerce Agency that lives at the Intersection of Branding and Selling and a key member of Omnicom Group Inc., is launching a social media activation to change the conversation around “pretty” by turning typical selfies into #selfworthies and pretty into #prettysmart, #prettykind, #prettybrave, and much more.

The Pretty Conversation calls on parents, caregivers, young women and anyone who supports girls around the world to upload an image depicting a girl you know who deserves to be celebrated for the pretty amazing person she is and will continue to become. Another way to participate is to post a selfie with a caption featuring advice about self-worth that you wish you could share with your younger self.

The campaign will utilise the following hashtags: #theprettyconversation, #strongsmartbold and #pretty________ (fill in the blank, for example, with “amazing,” “smart,” “funny” and “talented”).

In addition to #theprettyconversation activation, the campaign will also include a series of Pretty book readings in Denver, New York, Los Angeles, Chicago, Dallas and Des Moines.

For more information and to purchase the book, visit www.theprettyconversation.com and follow @ThePrettyConversation on Instagram and www.facebook.com/ThePrettyConversation on Facebook

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Category: Books , Media and Entertainment