Tag Archives: discuss

7 year old tells off Lego boss for making toys for boys

3 Feb

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I wouldn’t say I’m a feminist but I do have strong opinions. Even tonight my Mum told me to calm down and not get so fired up by other people’s choices.

It was only over the weekend that I was discussing with a PR friend that Kinder Surprise‘s move to package its chocolate in blue and pink is a bit ridiculous. When I was young it wasn’t about the type of toy you got, whether it was a car or a doll, it was the experience I had when I was enjoying the chocolate and the toy – I knew I was winning.

Which is why I don’t think girls should be backed into a corner to opt for stereotypical pink accessories. That’s right – I’m with Charlotte Benjamin.

Who’s Charlotte I hear you ask? She’s a seven-year old with a kick-ass attitude to gender ideals. She makes me wish my mum and dad were handing me pieces of paper and a biro to jot down my thoughts at that age because I’m sure I had them.

She’s written a letter to Lego to point out that on a recent shopping trip she noticed the following things:

1) Where are the girls?
There were fewer Lego girls to choose from compared to Lego boys.

2) The girls stayed at home
While the Lego boys were able to have adventures and play the hero, the Lego girls were at home, at the beach or just pampering themselves.

This letter has now gone viral and been covered by national newspapers such as Metro, Daily Mail and The Independent. And Lego’s social media manager has been working around the clock to engage with its 113,000 Twitter followers to explain that it does listen to its customers’ views and, with over 450 products available each year, it’s hoping there’s something for everyone.

But, for once, I actually have more respect for this iconic brand (for now). There’s a golden PR opportunity to respond to Charlotte’s letter and address the theme of gender roles. And, if I was the boss, I’d use its upcoming Ghostbusters Lego launch to do just this and run a witty, tongue in cheek across Twitter, Facebook and Vine.

It may be too late to turnaround a reactive campaign, to complement its Lego Movie in cinemas on Friday, which is why Ghostbusters is one of the next best hooks.

This way, it can find a way to publicly acknowledge the letter, apologise for the inconvenience and promise to do better – the perfect formula to transform this viral storm into a positive PR stunt.

What do you think?

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Top tips to lead a brilliant brainstorm

22 Nov

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Ever come away from a brainstorm thinking you could have done more? More enthusiasm. More ideas. More ‘wow’ factor.

Here are some top tips to keep the brainstorm creative and lively, ensuring you get the best ideas:

1) Decorate
Inspire your team with images. Whether it’s products, themes, words or colours, get people thinking the moment they walk into the room.

2) Breaking the ice
Even the most creative people need a boost to get to their best ideas, which is why a brief-related ‘lightening round’ game works well. Why not ask your team a question or play word-association? If someone takes too long to answer or ‘can’t think’ then just make a joke of it and move on. You want to build momentum not slow it down.

3) Keep your objectives clear
Don’t just read your brief out to people. For one, they won’t necessarily understand your client’s lingo. Secondly, our job as PRs is to simplify jargon so even the bloke down the pub can understand. This applies in our own agencies too. If there’s multiple areas to cover, exhaust one objective first and then move on.

4) Painting by numbers
Make the client’s budget easy to read and see. This will encourage your team to think ‘BIG’, as well as be realistic about what activity will be possible.

5) Who am I talking to?
Everyone will be familiar with the target audience you’re trying to reach, but dig deeper. Discuss what your consumers’ personality traits are. This will remind everyone to link the idea back to who you’re aiming at.

A similar exercise can be replicated about the product or service. What is its USP?

6) Enthusiasm
If you’re not enthusiastic, your ‘brainstormers’ won’t be either. Lead by example, throw out some ideas yourself and make sure you capture everything. It takes just one word to bounce onto an ever better idea.

Give them a try and let me know how you get on.

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