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18 March 2022
Author: The Future Laboratory
Image: Away to Mars. Photography by Gleeson Paulino
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Look Out for Lambeth by Among Equals for Lambeth Council, UK
London – In a bid to shift the cultural factors that allow street harassment and assault to persist, Lambeth Borough Council has harnessed its local community. The campaign, Look Out for Lambeth, asks men to second-guess their attitudes towards women – as well as challenge each other on their behaviours.
Designed by creative agency Among Equals, the campaign features a diverse range of locals shot by youth development programme Young Creators UK. By drawing attention to the issue in this way, the campaign messaging and images provoke action at a peer-to-peer level, aiming to create behavioural change within its community of men. ‘Through this campaign we want to drive up reporting of on-street harassment, and other gender-related crimes, to reveal the true scale of these often-underreported incidents’ says councillor Jacqui Dyer, deputy leader and cabinet member for Lambeth.
These types of Civic Ads can help to usher in an era of New Masculinity that puts the onus for changing attitudes on men instead of women.
South Korea – Beauty brand Krave is bringing its signature skincare approach to the world of bodycare. Its latest product, Great Body Relief, is designed to protect the skin barrier, the outermost layer of the epidermis that is vulnerable to irritants, bacteria and pollutants.
The reparative body lotion marks the company’s first product launch after two years, following the brand’s international breakthrough with its hero product, the Great Barrier Relief face serum. After raising awareness about the importance of maintaining a healthy skin barrier, the brand is now applying the same care and protection to the body, a lesser served area. The Great Body Relief prevents breakage in the skin barrier, which can lead to breakouts, irritation, and redness. It also nourishes the skin deeply without leaving any greasy residue.
As the Skintellectual movement gains traction, consumers are waking up to the importance of protecting the body’s skin. No longer an afterthought, Krave is Rethinking Bodycare, taking a more body-centric approach to skincare.
Krave Beauty, US
