Illamasqua
On 11th August 2007, 20 year-old Sophie Lancaster and her boyfriend Robert Maltby were kicked, stamped on and left unconscious – for nothing more than looking different. Sophie later died from her injuries.
The Sophie Lancaster Foundation was set up by Sylvia Lancaster, a youth worker and Sophie’s mother, in her memory, and works to stamp out intolerance and discrimination in society. As a brand that promotes the right to experiment and self-express, Illamasqua is proud to support The Sophie Lancaster Foundation in its commitment to changing attitudes towards subcultures.
The Foundation’s key aim is to change a mind-set in society by working with young people in schools to create understanding and awareness of subcultures.
Strategy: To focus on the idea that everyone is different
Tone of Voice: Awareness
Media: Print, Social Media, Product, Packaging & Sales Display, Magazines, Events
Proposition: “Everyone is different”, it’s what makes us unique
