The Body Shop Launches First US Out-of-Home Ad Campaign

Newest ‘Forever Against Animal Testing’ Ads by The Body Shop Reach Audiences On-the-Go in Prime Locations, Including New York City’s First Liveboards Installation Outside of Transit

The Body Shop, a global beauty brand, unveiled its first out-of-home (OOH) campaign in the US leveraging high-traffic outdoor advertising spaces to call upon the public to help ban animal testing in cosmetics.

Partnering with Cruelty Free International, the campaign is the most ambitious of its kind, calling for a global ban on animal testing of cosmetic products and ingredients by engaging eight million people to sign a petition calling for the United Nations to introduce an international convention to end the practice once and for all.

“The brand has been Forever Against Animal Testing since the 1980s. We are so excited to continue to spread the buzz of our campaign and bring our petition to outdoor audiences through our first ever out-of-home marketing campaign and digital billboards in New York City.

“This activation puts us one step closer to our goal of delivering our petition and signatures to the United Nations later this year, and finally preventing animal testing in cosmetics forever, everywhere,” said Andrea Blieden, General Manager, US at The Body Shop.

The ads will run from 19 March, 2018 to 16 April, 2018 in New York City’s Times Square and will run on a newly-installed Liveboards in historic Helmsley Walkway, underneath the Helmsley Building, a New York City Landmark designed by the architects of Grand Central Terminal.

In order to bring the campaign to life, the brand partnered with OUTFRONT, one of the largest OOH advertising media companies in North America. Through its industry-leading technology and premiere assets, the exclusive OOH partner will help to drive action around this important cause.

“The brand has long been at the forefront of the fight against animal cruelty and OUTFRONT Media is pleased to partner with them to add fuel to their campaign with our out-of-home Liveboards.

“Forever Against Animal Testing’s message, on OUTFRONT’s intelligent state-of-the-art digital displays, reaches audiences on-the-go in prime New York City locations, including the new Liveboards installment in Helmsley Walkway,” said Jodi Senese, Chief Marketing Officer, OUTFRONT Media.

The petition can be signed online or at any of the brand‘s 3,000 stores across the globe. Consumers are encouraged to use the campaign hashtag #ForeverAgainstAnimalTesting on social media to raise awareness of the issue.