MPJI: H&M - Humanity Communications Collective

Marsha P. Johnson Institute
H&M Fresh and Fall Fabulous

MPJI partnered with global retailer H&M for the second year in a row to provide back-to-school makeovers for LGBTQ+ youth in Ohio and Texas. The locations were strategically selected to target youth who live in states that are active in opposing LGBTQ+ issues. Fresh and Fabulous for the Fall encouraged youth to listen to high-profile LGBTQ+ thought leaders, have their makeup done, work with a stylist to select fashion and clothing items to highlight or flatter their bodies, and a shopping spree of $250.

HCC was responsible for creating digital communication strategies to engage partners, drive attendance, support students, and highlight MPJI's leadership.

Copywriting
Media Relations
Social Media Strategy and Execution

Graphic Design
On-site support

Educate audiences about the existence of the partnership to show MPJI and H&M are providing direct relief to LGBTQ+ youth.

Amplified the partnership, and positioned the organization as responsive and timely to current events. Collaborated with H&M to write a press release, supported media outreach, and supported social media amplification and content capturing on-site.