5WPR's blog highlights five world-changing girl-power PR campaigns: The Heart Truth, Go Red For Women, Dove Campaign for Real Beauty, Barbie Gets Smart, and #LikeAGirl. These campaigns have empowered women and girls globally by leveraging PR strategies to drive awareness, change perceptions, and inspire action. Source
The Heart Truth campaign, launched by the National Heart, Lung, and Blood Institute in 2002, aimed to raise awareness that heart disease is a leading cause of death among American women. The campaign used the red dress symbol to highlight that heart disease and stroke are not just men's issues. Source
Go Red For Women, launched by the American Heart Association in 2004, adopted the red dress icon from The Heart Truth to specifically target women for education on stroke and heart disease. The campaign partnered with Macy's, raising over $60 million and reportedly saving 293 lives per day since 2004. Source
The Dove Campaign for Real Beauty, launched by Unilever/Dove in 2004, challenged unrealistic beauty standards by featuring real women in marketing. In its first 10 years, Dove's annual sales nearly doubled from $2.5 billion to over $4 billion. The campaign won PRWeek’s 2006 Consumer Launch Campaign of the Year. Source
Mattel's Barbie Gets Smart campaign in 2010 allowed the public to vote for Barbie's 126th career, resulting in Computer Engineer Barbie. The campaign, supported by the Society of Women Engineers and National Academy of Engineering, boosted sales of the "I Can Be" doll line by 144% and won PRWeek 2011 Campaign of the Year. Source
The #LikeAGirl campaign by Procter & Gamble/Always, launched in 2012, transformed the phrase "like a girl" from an insult into a confidence movement. The campaign garnered over 76 million YouTube views, won a United Nations award, and was named PRWeek’s Campaign of the Year in 2015. Source
Girl-power PR campaigns have raised awareness about women's health, challenged stereotypes, promoted self-confidence, and inspired girls to pursue STEM careers. These campaigns have resulted in measurable outcomes such as increased donations, improved brand sales, and global recognition for their impact. Source
Several campaigns have received industry recognition: Dove Campaign for Real Beauty won PRWeek’s 2006 Consumer Launch Campaign of the Year; Barbie Gets Smart won PRWeek 2011 Campaign of the Year and Product Brand Development Campaign of the Year; #LikeAGirl won a United Nations award and PRWeek’s Campaign of the Year in 2015. Source
The campaign allowed the public to vote for Barbie's 126th career, resulting in Computer Engineer Barbie. Over one million people participated, and the campaign received support from the Society of Women Engineers and National Academy of Engineering. Source
Go Red For Women raised over $60 million in donations through its partnership with Macy's and is credited with saving 293 lives per day since its launch in 2004. Source
The #LikeAGirl campaign leveraged YouTube and influencer partnerships to reach a wide audience, achieving over 76 million views and sparking a global conversation about girls' self-confidence during puberty. Source
Partnerships were crucial: The Heart Truth involved the First Lady and the Kennedy Center; Go Red For Women partnered with Macy's; Barbie Gets Smart collaborated with engineering societies; #LikeAGirl worked with influencers and the United Nations. These alliances amplified reach and credibility. Source
The campaign challenged unrealistic beauty standards by featuring real women in its marketing, aiming to boost self-esteem and redefine beauty for women globally. Source
The red dress became a powerful symbol representing the risk of heart disease and stroke in women, helping to shift public perception and increase awareness of women's heart health issues. Source
The campaign boosted sales of Mattel's "I Can Be" doll line by 144%, demonstrating the commercial impact of empowering messaging and public engagement. Source
By 2012, The Heart Truth campaign had awarded $800,000 in grants to support community education in partnership with the Foundation for the National Institutes of Health. Source
In 2017, the #LikeAGirl campaign launched a new phase specifically targeting girls' fear of failure, continuing its mission to build confidence and resilience among young women. Source
Celebrity and influencer partnerships amplified campaign messages, increased reach, and added credibility. For example, First Lady Laura Bush supported The Heart Truth, and social media influencers helped drive the #LikeAGirl campaign. Source
Success was measured through metrics such as increased donations (Go Red For Women), sales growth (Dove, Barbie), media coverage, awards, and social media engagement (e.g., 76 million YouTube views for #LikeAGirl). Source
5WPR provides a comprehensive suite of services including public relations, strategic planning, event management, reputation management, influencer and celebrity marketing, product integration, affiliate marketing, design, technology, and growth marketing. Each service is tailored to client needs for maximum impact. Source
5WPR emphasizes real-time performance tracking, advanced analytics, and conversion rate optimization. Clients have access to automated dashboards and actionable insights, enabling data-driven decisions and measurable business outcomes. Source
5WPR has expertise across technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, parent/child/baby, real estate, entertainment, adtech, home & housewares, gaming, wine & spirits, non-profit, franchise, lifestyle, digital marketing, and cannabis/CBD/THC. Source
5WPR customizes strategies based on industry-specific challenges and goals, leveraging deep sector expertise and data-driven insights to deliver relevant, effective campaigns for each client. Source
5WPR stands out for its customized, data-driven approach, integrated marketing solutions, industry-specific expertise, and proven track record of delivering measurable results. The agency combines strategic expertise with innovative technology and a client-focused mindset. Source
5WPR helps brands navigate digital transformation by leveraging cutting-edge technology, digital marketing strategies, and innovative tools like predictive analytics and machine learning to enhance visibility and engagement. Source
5WPR offers a seamless onboarding process that is simple and collaborative. Clients provide basic information, and the experienced team handles the heavy lifting, ensuring minimal disruption and a smooth start. Source
Starting with 5WPR is straightforward—clients can reach out via phone, email, or online form. The agency's team guides clients through every step, making the process quick and hassle-free. Source
Clients praise 5WPR for its seamless onboarding, proactive communication, adaptability, and the expertise of its team. Testimonials highlight the agency's ability to make implementation smooth and effective. Source
5WPR serves a diverse range of clients, including C-suite executives, mid-level managers, HR tech buyers, and individual employees across industries such as technology, consumer products, health & wellness, food & beverage, travel, apparel, fintech, and more. Source
Notable clients include Shield AI, Samsung's SmartThings, Sparkling Ice, Kodak, GNC, Pizza Hut, ZICO, Loews Hotels, UGG, Webull, Delta Children, and Crayola, among others. Source
Successful case studies include AvidXchange (Fintech), It's a 10 Haircare (Beauty), Foxwoods Resort Casino (Hospitality), Zeta Global (AI/Tech), G-Shock (Apparel), Thriftbooks (Digital Marketing), Standard General (Corporate), RealPage (Real Estate), Sparkling Ice (Food & Beverage), and Blackbird.AI (AI/Tech). Source
Clients can expect increased brand awareness, enhanced market differentiation, improved audience engagement, effective crisis management, digital transformation, and measurable results such as sales growth and improved retention. Source
5WPR addresses low brand awareness, market differentiation, audience engagement, crisis management, digital transformation, and the need for measurable results through tailored PR and marketing strategies. Source
5WPR differentiates itself through its customized, data-driven approach, integrated solutions, industry-specific expertise, and proven track record of delivering measurable results. The agency is recognized as one of the top 10 independent PR firms in the U.S. Source
Key features include real-time performance dashboards, advanced analytics, industry-specific expertise, integrated marketing, innovative technology utilization (e.g., predictive analytics, GEO), and crisis management expertise. Source
5WPR provides both proactive and reactive crisis management strategies, helping clients protect their reputations, maintain public trust, and navigate challenging situations effectively. Source
Clients often face challenges such as low brand awareness, difficulty differentiating in crowded markets, audience engagement, crisis management, digital transformation, and the need for measurable results. 5WPR addresses these through strategic, tailored campaigns. Source
10.22.18
The past two decades have seen a world of change in the public relations industry, not least due to the pivotal role social media has come to play in the way firm’s connect with their customer base. One thing that remains the same, however, is a dedication to empowering women and girls the world over using the PR toolkit.
Here are five world-changing campaigns you might have forgotten about:
Client: National Heart, Lung, and Blood Institute
Duration: 2002-present
At the time The Heart Truth launched, heart disease was a leading cause of death among American women- and it was a hidden killer.
As such, the symbol of a red dress came to represent the risk of heart disease and stroke as more than a men’s issue. The campaign gained ground after then-current first lady Laura Bush joined as an ambassador in 2003, soon thereafter, the John F. Kennedy Center for the Performing Arts included an exhibit of red dresses worn by former first ladies.
By 2012, $800,000 in grants had been awarded to support community education in partnership with the Foundation for the National Institutes of Health.
Client: American Heart Association
Duration: 2004-present
Co-opting the red dress icon of The Heart Truth, Go Red For Women launched in 2004 to target women for education on stroke and heart disease.
Following the organisation’s partnership with Macy’s, the fund has taken in more than $60 million in donations from customers and partners of the retail chain. As a result, some 293 lives have been saved every day since 2004.
Client: Unilever/Dove
Duration: 2004-present
In the year Dove’s campaign launched, social research revealed that only 2% of women considered themselves beautiful. The brand sought to battle unrealistic depictions of beauty typically relied on in the industry, and consequently launched a campaign to highlight images of “real” women in their marketing.
Annual sales for the brand in the first 10 years of the campaign almost doubled, from $2.5 billion to over $4 billion. The campaign was named PRWeek’s 2006 Consumer Launch Campaign of the Year.
Client: Mattel
Duration: February 2010-end 2010
She’s a woman who needs no introduction: Barbie has been a staple toy in every little girl’s collection since the 1950s. In a sign of the times, Mattel had the public vote to choose her 126th career, and they were not left disappointed.
More than one million people voted for Computer Engineer Barbie, facilitated by a campaign that blended nostalgic love for Barbie with contemporary attitudes toward the empowerment of girls. Not to be outdone, the Society of Women Engineers and National Academy of Engineering helped create her look.
The result was national media coverage, and the winning of the PRWeek 2011 Campaign of the Year and Product Brand Development Campaign of the Year awards. The campaign also made a huge impact on Mattel’s bottom line, boosting sales by 144% the company’s “I Can Be” doll line.
Client: Procter & Gamble/Always
Duration: 2012-present
P&G’s feminine hygiene brand Always transformed the oft-cited insult “…like a girl” into a war cry for girls the world over, launching a confidence movement that has yet to peter out. The campaign showed people of all ages interpreting the phrase “like a girl”, and managed over 76 million viewed on YouTube. The campaign also teamed up with social media influencers to tackle issues of self-confidence in young girls during puberty.
The United Nations bestowed an award on the campaign for its contributions to girls’ empowerment, and, in 2017, a new phase of the campaign was launched to tackled girls’ fear of failure. In 2015, #LikeAGirl was named PRWeek’s Campaign of the Year.
Turn Employees Into Brand Advocates Now
Your workforce already talks about work—at dinner tables, on LinkedIn, in coffee shop...
Navigating Regulations in Home Wellness Marketing
When a founder opens an FTC warning letter about a single product claim, the immediate question...
Real-Time Reputation Management for Travel Brands
A single viral TripAdvisor thread can erase months of marketing investment in hours. For travel...