Queen Latifah plays key role in push to boost women's esteem

In an initiative sponsored by Curvation, a maker of underwear for "curvaceous" women, YWCAs throughout the US will launch an educational campaign to help women become more confident and build their self-esteem through education, fundraising, volunteer work, and more.

In an initiative sponsored by Curvation, a maker of underwear for "curvaceous" women, YWCAs throughout the US will launch an educational campaign to help women become more confident and build their self-esteem through education, fundraising, volunteer work, and more.

Idea: With Curvation spokeswoman Queen Latifah in attendance, Rep. Carolyn Maloney (D-NY) on the floor of the House of Representatives proclaimed June 7 the first ever National Women's Confidence Day, with the day to be celebrated in subsequent years on the first Wednesday in June. The event on Capitol Hill complements the Curvation Project Confidence awards, presented last February, and an online discussion forum at www.curvation.com for "women who have embraced the power of confidence."

Tools: To develop a curriculum for fostering women's self-esteem and confidence, the YWCA will hold focus groups in five US markets and conduct an online survey of women's attitudes and practices. The educational materials developed as a result will be provided via the YWCA's intranet to the roughly 16,000 employees located at close to 300 YWCAs around the country and used for monthly group meetings open to local communities.

Measurement: The goal is to raise awareness of the importance of women's self-confidence, according to the YWCA and Curvation. The number of media placements will be main indication of the launch's success, said Jamie Rudolph, AE at Lippe Taylor.

Organizations:  YWCA, Curvation

Campaign:  Women's Confidence-Building Education Outreach Program

PR Team:
 Lippe Taylor

Other marketing:
 Additional media releases, including research  findings; monthly community YWCA meetings

Launched:
 June 7, 2006
Budget:  Undisclosed

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