We worked together with Claire's to develop an awareness-based fundraising campaign for Bullying Prevention Month with the aim of inspiring young people to follow their dreams without letting bullies and online negativity stop them from doing what they love. The Dream Big With Claires campaign also educated children and teenagers about the effects of cyberbullying and how to ask for help when dealing with difficult situations online.
Prior to the launch of the campaign, we worked proactively behind-the-scenes to create a series of co-branded assets that included quote cards and graphics for use on both websites and for distribution via multiple social media platforms. Claire's was also featured prominently on our social media headers as well as occupying the primary banner position on our official website throughout the month of October.
Launched at the start of October 2017, the campaign shared co-branded, inspiring, and educational quotes and assets on social media throughout the month, which also included a bespoke content hub on Claire's website promoting our Golden Rules for navigating a safe and positive online life. The hashtag #DreamBigWithClaires was used to create a sense of community, which offered everybody a chance to be involved in the campaign. Stores across North America, Canada, Europe, and the UK took part in the campaign with in-store decorative assets and by offering customers the opportunity to support the campaign through a donation at the point of sale.
As part of the campaign, we launched a #DreamBigWithClaires giveaway. The prize was made up of a number of popular Claire's products and also included signed celebrity t-shirts and official Cybersmile merchandise.
Co-branded Positive Playlists from our celebrity ambassadors were also released throughout the duration of the campaign from the likes of Normani, Johnny and Lauren Orlando, and Paige Spiranac.
The campaign enabled us to help over 43,000 children affected by cyberbullying and online abuse.
