Context: 

Self-Esteem Rising presents the Beautiful Me programs, which are free self-esteem curricula provided to females nationwide. With the Self-Esteem Rising Campaign, we are utilizing social media and press outreach to expand the reach of the Beautiful Me programs. 

Mission: 

We want to bring the Beautiful Me programs to communities worldwide. Our goal is to create a future where women feel empowered and self-confident in all aspects of their lives. We want to be in elementary, middle and high schools, on college campuses, in corporate offices, nursing homes and senior centers and throughout government organizations — anywhere there are females, we believe there is an opportunity to educate them and help them activate their self-confidence superpower. 

Vision: 

Long term, we want to get the Beautiful Me Program into cities accross the country!
We also want to expand where Beautiful Me is offered. Currently, there is a long list of schools and organizations requesting the Beautiful Me Program. We want to bring it to them, but also to other nonprofits, hospitals, women’s shelters, and, our biggest target, corporate partners so that we can reach more women in the workforce.

 

Campaign Objective: 

The objective of the Self-Esteem Rising Campaign is to raise awareness of the Beautiful Me programs, mainly via social media, and generate interest in and donations to the organization so that we may expand the programs. 

Goals/Success metrics: 

  • Raise awareness of campaign & Beautiful Me programs
  • Increase engagement & participation during campaign
  • Establish Beautiful Me as the authority on self-esteem education
  • Generate donations to expand the programs

 

Program Strategy: 

The Beautiful Me curricula include lessons in learning how to accept compliments, developing coping methods to turn negative thoughts or qualities into positives and tools to become more independent and confident in your own abilities, among other things. The programs have already reached 50,000 women and girls throughout the country. Every participant who completes the programs leaves with higher levels of self-esteem, which in turn leads to more personal happiness and confidence.

 

We will leverage the results from those initial programs during the Self-Esteem Rising Campaign to position the organization as the leading authority on self-esteem education curricula nationwide. 

 

What this means: Our philosophy states that empowered women empower women. So we expect women to start conversations about self-esteem and share their experience, strength and techniques to encourage other females to activate their own self-confidence. 

 

Campaign Strategy: 

During the initial launch of the Self-Esteem Rising Campaign, Beautiful Me programmers and the campaign team will release portraits of program graduates, as well as their stories, to inform followers that the Beautiful Me programs exist and make a difference. 


Throughout the campaign there will be events, social contests and self-esteem content released by the program director, Kate Tuffy, from graduates themselves and from a network of followers and influencers. 

Target Audience: 

  • Students
  • Educators
  • Parents
  • Women in business
  • Champions of the women’s movement and advocates for change

Calls to action: 

  • Share on social media
  • Participate in the #ComplimentChallenge
  • Bring Beautiful Me to your city
  • Donate

Assets + Channels:

Press Release

Press Kit

Self-Esteem Rising Website

Instagram: @selfesteemrising

Facebook: SelfEsteemrising

Twitter: @Selfesteemrise

 

Wish List:

We will be pursuing various outlets/influencers to help push out our message. If you have contacts/connections with any/all of our targets, we ask you to reach out and discuss with them the possibility of joining the campaign.

The types of outlets/influencers we are targeting include:

  • Print/Digital Outlets, such at New York Times, BuzzFeed, Teen Vogue, etc.
  • Broadcast Outlets, such as Good Morning America and The Today Show, etc. 
  • Celebrity + Social Influencers such as, Sophia Bush, Amy Schumer, Ruthie Lindsey, Selena Gomez, Colbie Calleit, Reese Witherspoon etc

 

MORE QUESTIONS?

We anticipate you might have more questions. That’s cool. We’ve got answers. Please do not hesitate to reach out with any questions!

Caitie McCabe, Campaign Director: caitie@caitiemccabe.com

Kate Tuffy, Beautiful Me Program Director: ktuffy@hancefamilyfoundation.org