Bundles will visit libraries in six cities, including Baltimore, Philadelphia, and Dallas, to read from the book and encourage moms and daughters to talk about self-image, said Jordan Hora, account executive of M Strategies, which is working with Soft & Beautiful on the campaign. PR efforts include partnerships with libraries to promote the events and local media outreach to newspapers, diversity publications, TV morning shows, and public affairs shows.
"We've engaged an important influencer, the national mother's group of color Mocha Moms," said Brandy Ruff, director of integrated marketing communication for Alberto Culver, parent company of Soft & Beautiful Just for Me. "[They] provided us with a nationwide membership of mom-ambassadors to get the word out through word of mouth as well as our presence at many of their regional conferences."
Online, the company has its Just for Me VIP Web site targeting the girls, and uses the Sunflower Mom on a Mission blog to reach out to mothers.
The first phase of the program, "Conversation Starters," launched in February 2007 and featured clinical psychologist Dr. Jeff Gardere teaching mothers how to talk with their daughters about their self-image.