We’re back with another special edition of Cause Talk Radio in which we feature a deep dive conversation with one of this year’s Halo Award winners.
This episode features the Silver Winner in the Inclusion category, an initiative called ‘Face Your Fierce’, a partnership between Abercrombie & Fitch and The Trevor Project.
Megan is joined by Carey Krug, SVP and Head of Marketing for Abercrombie & Fitch and Shira Kogan, Senior Corporate Development Manager for The Trevor Project. They discuss how this 2019 effort went all-in to activate around one of Abercrombie’s best-selling SKUs, its ‘Fierce’ fragrance for men, in a year-round campaign that authentically highlighted stories of real people with diverse identities within the LGBTQ community.
The conversation digs into the round-up at point of sale, why the partners decided to make this a year-round effort, the metrics both partners were following as well as the impact of this campaign on the youth that Trevor serves.
The COVID crisis has made Trevor’s mission even more critical so we also talk about how this partnership is evolving and changing due to the current circumstances and what’s to come for this incredible partnership.
Mentioned Links
The Trevor Project
Abercrombie Website
Abercrombie Instagram
Halo Award Write-Up
