On July 21, Allergan launched #ActuallySheCan, which is a campaign that encourages female empowerment by inspiring young women to achieve their professional, personal, health, wellness and societal goals. The campaign is supported by celebrity Lea Michele, YouTube influencer iJustine, TV personality Lo Bosworth, publishers, and women’s health activists. They all appreciate this new platform, which will educate, celebrate and motivate young women to reach their full potential. The campaign demonstrates Allergan’s continued commitment to women. The company’s charitable initiative iact4womenSM supports deserving charities that champion women’s causes.
By embracing the hashtag and expressing their ambitions and truths, collectively women will perpetuate a larger conversation around female empowerment, achievement and well-being. “I attribute my personal and professional successes to not only my self-reliance and determination, but to the inspiration, education and support I received from others who helped me stay true to myself and my goals,” Lea Michele said in a statement. “I am sharing my #ActuallySheCan story so I can help motivate and encourage all women to share their individual journeys and goals, so we can collectively help each other reach milestones. There is nothing more gratifying than seeing a woman leave her mark.” atombash.com sat down with representatives from Allergan. Read what they had to say below:
Talk about the campaign.
Bill Meury: We have the leading women’s health product line in the industry, arguably. We have a line that covers reproductive health and menopause management and fertility. We have had a long standing relationship with the OBG/YN community. One of our flagship products is Loestrin, which is an oral contraceptive. It is used, predominately, by millennial women. They collect and synthesize and use information differently. Traditional communication channels: physician’s office, print media, a TV are not necessarily where they turn to most frequently. So, at the core, this campaign is an educational platform for millennial women about health and wellness. And we are creating an environment where they can get the information they need to get informed health care choices and our commitment to women’s health and to this cohort of the population, which is the largest and soon will be the most important, is long term giving our product line.
Herm Cukier: How we are doing this is very bold and never been done before in the pharmaceutical industry. So, in order to accomplish that objective of creating this engagement with this target audience so they have a platform and a common language to learn about their overall wellness and as part of that, it is very important to this demographic with reproductive health and empower them with the kind of information and language they need to talk to their health care provider about their options. We couldn’t do it, as Bill said, the old fashioned way. This generation doesn’t want you to push out information to them; the old historical channels that industries have used, including pharmaceutical industries, such as television and print ad are not very well received. But, what we learned is that what they are doing is that they are sourcing information out from each other, they trust each other, and they want to have the opportunity to get information that they are interested and that they feel will be relevant for their lives. So, how to do that, and that’s what we are so proud of, is that we have created a very different kind of environment, which includes some social media aspects, Facebook, Twitter, Instagram, we bring in celebrities, we bring in YouTube moguls, we bring in retail outlets, we bring in live events, and those live events are with HerCampus, which is an incredibly powerful women empowerment movement across campuses across the United States, we have Lea Michele, who’s going to partner with us and be a part of the #ActuallySheCan campaign, Cosmopolitan magazine, with 120 million readers, and the most popular source for millennial women will be an active partner to the point where we actually have a contest where millennial women will be able to write an essay about what #ActuallySheCan means to them, and that will be a nationwide event that will be submitted and judged by the editor of Cosmopolitan magazine, and the winner will actually have their #ActuallySheCan story published this year in Cosmopolitan magazine.
So, there are so many different components that all come together in an intertwined way, because that’s how this generation operates, that’s how they share information, that’s how they source information, that’s who they trust, and then if they want, they can go to the website of ActuallySheCan, where we have some fun adventures for them, some proprietary technology where they can upload an image of themselves and attach an emoji and we call it a “shemoji.” They pick a funny tagline on how they are feeling that day and they push that out to all their friends. And on that website, since they are having fun, they also have an opportunity to get the information because we want them to understand all the wellness options including reproductive health, and that’s where they can get the information if they are interested, they can sign up for more information to be sent to them.