The Lego Group's campaign, "More Than Perfect", has made waves by winning the prestigious Gold award at The Drum Awards for PR International. The winning case study, crafted by Exposure London, highlights the findings of a thorough research project that aimed to uncover the impact of societal pressures on girls' creative confidence.
The research revealed that a staggering 62% of girls reported feeling pressure from societal messages of perfection, while 71% expressed worry about making mistakes due to everyday language. These statistics suggest that the expectation to be flawlessly perfect is having a profound effect on girls' self-perception and confidence.
To share these findings with a wider audience, the Lego Group launched an earned media blitz on March 5, 2024, "accompanied by a thought-provoking film.".. "More Than Perfect". The documentary aimed to explore the ways in which language can influence girls' creative confidence and overall well-being. The campaign's success is largely attributed to its ability to strike a cord with its target audience – young girls.
By shedding light on the pressure to conform to societal norms, the Lego Group's initiative encourages young girls to embrace their imperfections and celebrate individuality. The award-winning campaign serves as a testament to the effectiveness of employing research-driven strategies in crafting compelling marketing narratives.
As the narrative continues to unfold... it is clear that the Lego Group's "More Than Perfect" campaign has sparked an important conversation about the impact of societal pressure on young girls' self-confidence. The campaign's success will likely inspire future initiatives that prioritize promoting positive --- image and self-acceptance among young girls.
Winning Gold at The Drum Awards for PR International is the Lego Group for More than Perfect. Here is the award-winning case study from the agency Exposure London. The findings were enlightening. More than three in five girls report feeling pressure from society's messages of perfection and 71% of girls say everyday language makes them worry about making mistakes.
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