Morris and Mitchell has teamed up with Pura Vida to raise money for the Red Thread Movement.
Pura Vida has agreed to work with the student-run advertising agency to support Red Thread by donating $1 for every red lipstick selfie taken using Pura Vida’s hashtag.
“We used Pura Vida’s color brand, red, and being bold as our trademark and purpose-reflecting Pura Vida’s Mission statement,” Bailey Sorensen, junior advertising and public relations major from Sterling, Colo.
The campaign is not just a project, but also has a powerful message.
“The message of this campaign is to empower women to be bold; anything that requires red lipstick is no subtle affair,” Sorensen said.
Sorensen and her team used a popular marketing strategy to come up with the idea of using social media to make a difference.
“Recently, online campaigns and giveaways have shown effective results in gaining followers, increasing engagement, and bringing more people into the salon,” Sorensen said.
Sorensen had been involved with helping raise money for Red Thread in the past, and continues to make an effort to help.
“The annual Red Thread Fashion Show is coming up in April,” Sorensen said. “I had the opportunity to head the event, but was advised that I would be overcommitting myself.”
Despite her limited involvement in the fashion show, Sorensen still plays a part in the campaign.
“I thought that this would be an alternative way I could contribute without giving away my sanity,” Sorensen said.
Sorensen chose Red Thread because of Joyce Haley’s involvement in the creation reflecting Morris and Mitchell’s support of Red Thread and to pre-advertise for the Fashion Show in April.
“It was a student initiative,” said Joyce Haley, faculty advisor of Morris and Mitchell. “All I have really been there for is to say ‘yea that’s a good idea’ and to support the students.”
Haley also works closely with ACU’s chapter of the Red Thread Movement.
“I’m also the faculty advisor for Red Thread so I understand the relevance and importance of both organizations,” Haley said.
Pura Vida’s support of the Red Thread movement has also encouraged the campus organization.
“I absolutely love what Pura Vida has committed to do with Red Thread,” said Abbey Moses, president of Red Thread Movement ACU Chapter. “I am always blown away to see how people use their extremely different and unique talents to make an impact in the world.”
All proceeds will go to the Red Thread Movement to help support trafficked victims.