The campaign aims to promote happiness amongst Shout readers and will tap into the growing YouTube vlogger-sphere. It will run from April to September 2014.
As part of the campaign, Shout has appointed YouTube vloggers Zoe Sugg (Zoella) and Louise Pentland (SprinkleofGlitter) to be celebrity ambassadors. Popular amongst the teen market, Zoe and Louise have around 5.75 million YouTube subscribers and 2 million Twitter followers between them. They will write a monthly column for the duration of the campaign which will focus on their teen years.
Zoella’s Zoe Sugg said, “It makes me so happy to be involved Shout’s campaign and to hopefully bring reassurance and happiness to others who may be facing insecurities or problems growing up is so rewarding.”
SprinkleofGlitter’s Louise Pentland added, "I'm so excited to be a part of this campaign as Shout was the first magazine I read as a teenager and I love what it gives to young girls.”
‘Project Smile’ will tackle issues important to girls including self-esteem, friendship, school and family, say the publishers. The in-title campaign will be shaped by reader feedback to Shout’s ‘Happiness Survey’ which was launched on Wednesday 2nd April. The survey will gauge how content readers are in their everyday lives and what affects their happiness.
Shout magazine journalist Louise Kettle said, “It’s important for us to ensure that this campaign focusses on the issues that matter to our readers and we are excited to have Zoe and Louise as our celeb ambassadors.”
Social media will also play an important role in ‘Project Smile’. Louise explains, “We’re running a #SmileyNotSelfie campaign which will encourage readers to send us pictures of smiley faces in unexpected places. Plus, the Shout Editorial team will be sharing a #SmileOfTheDay every day of the campaign including funny pictures, inspirational quotes and Shout-style memes.”
Shout Editor Laura Brown added, “Last year’s ‘You’re Beautiful’ campaign was a huge success and reader feedback was extremely positive. This year we’ve launched ‘Project Smile’ which we hope will help our readers to live life to its fullest, boost their happiness and share their experiences with a network of like-minded girls.”
The ‘Project Smile’ campaign launch issue goes on sale Wednesday 30th April 2014.
Shout is published by DC Thomson.
