"Not Your Average" Campaign Pitch Book

NOT YOUR
AVERAGE

CAMPAIGN

May 2019

PREPARED BY

GLO GROUP

TCAOBNLTEENOTFS

1 Executive Summary

3 Who We Are

7 Marketing Objectives

8 Situation Analysis

9 Primary Research

12 SWOT Analysis

15 Target Audience

23 Creative Concepts

49 26 Creative Strategy
28 5 Star Fit
31 Pop Up Shops
32 Shred Negativity
34 Mirror Mirror
36 NEDA Positioning
38 You're a Work of Art
42 Pillars of Change
48 Rotunda Concert

Media Plan

52 Budget

57 Evaluation and Measurements

60 Appendix

EXECUTIVE SUMMARY

As a small Minneapolis based agency, we are familiar with
the strong and powerful presence of the Mall of AmericaT. M

We have recently noticed a shift in consumer priorities,
desires, and expectations; specifically in regards to social

responsibility and size inclusion within retailers and
participation in social discourse. This raises the perfect

opportunity for the Mall of America to become a
catalyst of change. 

Through your brand recognition, organizational scope and
dynamic atmosphere, the Mall of America possesses the

perfect combination of elements to be today’s visionaries of
what it means to be a socially responsible retailer.

Backed by research, creatively developed and ready to be
executed; we have concocted the Not Your Average

Campaign to make a long lasting statement about body
positivity, while demonstrating your dedication to retail
inclusion. Through these efforts, Glo Group wants to support
the Mall of America in continuing to connect with people

and provide unforgettable experiences.

1

PHONE : +61 123 456 879 2

WH O
WE
ARE

GG Account Planner KATIE
LL Media Planner FEILEN
OO
RA'WI
GG MAHAMUD
RR
OO Account Executive
UU
PP CAROLYN
CARLSON

Creative Strategist

GRACE
HUBICK

Creative Director

LEXI
THATE

4

WE ARE ENGINEERED
TO BRING

THE LIGHT

IN ALL ITS MANY FORMS

THROUGH

INNOVATIVE IDEAS

BRIGHT CREATIVE AND

STRATEGIC SOLUTIONS

WE AIM TO AMPLIFY WHAT WE
ALREADY SEE

RADIANCE

REFERENCES YOUR BRAND'S PERSONALITY,
THE INNER LUMINESCENCE OF YOUR

ORGANIZATION AND ITS CORE VALUES.

5

YOU R

RAD-

I AN C E

TAKES FUN SERIOUSLY
EXPERTS AT EXPERIENTIAL
EXPOSE, EXCITE, ENERGIZE
COLLABORATE, CONNECT, CREATE

6

OBJECTIVES

Drive brand awareness of this initiative to 60% of the
consumer target by 12/31/19.
Increase tenant participation by 2%.
Increase social media engagement by 5%.
Increase social media acquisition with MOA Instagram
channels by 10%.
To drive incremental traffic and sales to participating
tenants by 2%.
Increase net promoter score by 5 points.

7

Mall of America

SITUATION ANALYSIS

MOA Guest Demographic

A premiere entertainment and (MOA Metric)
shopping destination with powerful
60% Median Age
economic and cultural influence.
visitors from USA, large MPLS: 32
Mall Attractions portion are from MN. MN: 37.9

500+ Tenants that range from a Median Age (World Population Review)
variety of stores, restaurants, Shopping Behavior
entertainment and one-of-a- Median
kind experiences. Strong buying power Income
See the mall as a hang
Facts about Self-Esteem out spot. (Simmons) in MN:

Age 60 is an important turning point $56,255
in self-esteem. As people get older
their self-esteem gets more secure. (Data USA)

(Development of Self-Esteem From Age 4 to 94 Diversity Pays when Inclusivity Stays
Years: A Meta-Analysis of Longitudinal Studies)
(Psychology Today)
86% of young adults 18-34 report being
dissatisfied with how their bodies look. More generations are acting “millennial”.
83% were women, and 74% were men.
Asking more from their brands
(Ispos) Care about corporation impact

Companies with gender diverse teams are
21% more likely to experience above-
average profitability.

For ethnic and cultural diversity, the figure
is 33%. 

8

Primary Reserach

MARKET SURVEY

Survey Construction Questions We Asked:

Distributed Online We asked questions surrounding our main
Reach Local Millennial Minded themes: body positivity, corporate
Cross Sectional Survey
Descriptive, Relational and Casual responsibility, and plus size terminology.

Survey Development What is your opinion of the term
“plus-sized"?
Carefully formulated Questions Are you more likely to choose a
Strategically designed Layout brand over another if they
Inclusive language demonstrate social responsibility?
Open and closed-ended questions How important do you think it is for
Wide Range of topics a brand to be body positive?

Quotes from Participants

“I'd like to see more of a “Diversity and inclusivity must “To include more body
movement around what it means be normalized by brands types that don't fit this
"safe" look...I also want
for those with physical instead of being a cherry-
disabilities to be empowered by picked marketing ploy to sell to see more disabled
models and clothing for
body positivity…(and to more products!”
work)...towards a more gender people who are not
able-bodied. As well as
fluid advertising.”
people who have
different skin conditions

whether it's acne,
eczema, or burn scars,

etc.”

9

Our Survey Findings part 1

Online Shopping Respondent Demographic Breakdown

91.3% 21 115

of our respondents use online Median Age Sample Size
shopping for browsing and purchases.

7.85%

of our respondents use online
shopping solely for browsing.

*Respondents reported the same for sex assigned at birth
and gender identity meaning our respondents all fell

within being cisgendered, except for .09% that preferred
not to say.

*Reported falling into one or more of the following
categories: Hispanic or Latino, Black or African American,

Asian or Pacific Islander, Native American or Other.

Social Circle Impact

Our respondents They are fully aware of whether or not a
brand is being authentic.
70%
They are an outspoken generation, they
rely heavily on their social circles pay attention to what brands are doing,
and social media to stay up to date.
and we need to listen to them.

10

Our Survey Findings part 2

Size Availability Plus Size

69.6% of our respondents When asked if they consider
can easily find their size in themselves plus-sized, 73%
various retailers. said they did not.
26.1% of our respondents They also shared insights such
can sometimes find their as:
size. “Measurements should be a
3.5% of our respondents helpful tool to find clothing
are not often able to find that fits, and not to define.”
their size. “Different sizes does not mean
plus-sized.”
Fashion Behavior This brings us to the
conclusion that the term plus-
Majority are risk takers size is exclusive and does not
(79.1%). empower individuals. FIT is an
Fashion is a way of self important factor when
expression but quick to clothing shopping.
change.
Body Positivity
Size Differentiation
Together 88.7% said "very
51.3% of our respondents
said size is consistent across important" or "important" for
retailers.
48.7% of our respondents companies to be body positive.
said size is not consistent.
Majority of our respondents

were familiar with the term

body positivity.

11

SW

S
T
R
E
N Significant economic player
G
T Cultural influencer of a higher caliber

H Retail powerhouse
S

Entertainment destination

Special destination connotation

W Underdeveloped social justice presence
E
A Broad audience base requires some
K
N generalization
E
S Tennant brand association
S
E
S

12

OT O
P
Catalyst for Change P
Connect with tenants U
An example of retail social responsibility R
Attract new and inclusive brands T
Higher engagement with diverse U
influencers and media representation N
I
T
Y

Other "everyday" malls T
Online retail H
Mindful consumerism R
Shifting attitudes towards retailers E
A
T
S

13

PHONE : +61 123 456 879 14

TARGET AUDIENCE:

THE

MILLENIAL
MINDED

18-39

YEAR OLDS

PEOPLE OF VARIOUS GENERATIONS WHO AGREE WITH
THE BELIEFS THAT MILLENNIALS HAVE SPEARHEADED.

15

CURIOUS

CHALLENGERS OF
THE TRADITIONAL

HUMANITARIAN
FOCUSED

STRIVE TO BE
SOCIALLY

RESPONSIBLE

ATTRACTED TO
AUTHENTICITY

16

SEEKERS OF
REPRESENTATION

APPRECIATE
INCLUSION

DESIRE ETHICAL
CAPITALISM

HEALTHY
SENSE OF
SKEPTICISM

FORWARD
THINKERS

17

DAY IN THE LIFE

Millennial Minded Target 18-39 Years Old

Traditional Media Social Media Footprint Staying Informed
Consumers
91% of Millennials believe they have a Millennials top digital
Millennials still see healthy relationship with technology, news sources for news
traditional media as however they also check their phones include Reddit, Twitter,
the most credible form
for intaking their daily 150 times a day on average. (INC) Facebook, and
YouTube.
news.
(PewResearch) (BusinessInsider)

Listeners Tapped In

91% of Millennials use 37% of Millennials spend
streaming services to listen to their lunch break

music over radio channels scrolling through social
Top services include Apple feeds or doing work
Music, Spotify, and Pandora.
with colleagues. (RFG)
(Fluent)

7AM 12PM 3PM 8PM 12AM

18

Korbin

Personality AGE: 33 | SEX: X | GENDER: M
Model and Graphic Designer

Minneapolis, MN

"I see a clear gap in sizing for a lot of clothing
stores and therefore will not support brands

who do not support my size."

Goals: Korbin is a self-started and self MP4-MA01 - 41/31 REBOTCO
identified "plus-size" model who feels
To advocate for a wider variety of pressured to obey certain standards within
sizes and fits for clothing brands. the industry that he works in. Korbin
To stay informed on what believes that the aspects of him that have
different brands are doing in made him into such a great model do not
order to choose the places that need to be changed or influenced by our
he supports shopping at. society. He also thinks that more brands
should be ambassadors for carrying larger
Frustrations: and different sizes because he thinks that
they are missing out on a large audience of
Brands that will not cater to people who may not fit their standards.
different sized people because of
their own image. Preferred Channels
Brands who are missing out on a
whole market of individuals who Traditional Ads
just want to be able to find their
size.

Motivations

Price

Values

Online & Social Media

Accessibility

Social 25 50 75 100 Referral 25 50 75 100
0 0

19

JESSICA

AGE:26
SEX:XX
GENDER:FEMALE
PRONOUNS: SHE/HER

Jessica is a young professional who is 26 "I look to support brands who are
years old from Minneapolis, MN. Jessica inclusive and encourage ethical values"
considers herself to be a loyal and
conscientious media consumer who cares
about being informed on what is
happening in the world. She also believes
that many big companies and larger retail
clothing brands are both uninformed and
unaware of what consumers really need
and want to see. Jessica often does
research before purchasing a new
product or shopping at a new brand
because she cares about where she
spends her money and doesn't want to
support companies who don't share
similar values as her.

Goals Frustrations

To support organizations who are transparent CoCspoevooecommirpalppolleaaloy.nnkaiieecwssearwartenahdioonfianpcrdoehipvamuindligausetainislosfnaowsnrmhdooertrdagerraneondundspo/.sotrof
and support ethical values.
wToosrltdaayruopu-ntdo-udsa.te on what is happening in the

Motivations Preferred Channels

Price Traditional Ads
Values Online & Social Media
Accessibility

Social 25 50 75 100 Referral 25 50 75 100 20
0 0

AGE:28| SEX:XX|GENDER:NB

PRONOUNS: THEY/THEM RYLEN

"We have created structures to support us not
dictate us. Challenge the traditional and find

what honors you."

Work: Business Professional Rylen ("Ry") wants to see changes within
Location: Minneapolis, MN our society that will impact us all for the
better. Rylen sees the repercussions of

unethical business upon our communities
and aims to change that. Ry also doesn't

abide by the tradition for the sake of
tradition. They challenge what we have
been told, in lieu of authenticity. As a result,
Ry lives outside the boxes of convention in

many ways; such as being out as non-
binary, being a fighter for inclusion and

outspoken about social justice issues.

FRUSTRATIONS

GOALS Inclusivity is something that people preach
but many organizations don't practice.
To encourage change within our society to be Feeling pressured to purchase things
more inclusive to their peers and community. based on gender conformities and
To stay updated about local happenings and standards.
societal changes both, good and bad.

Motivations Preferred Channels

Price Traditional Ads

Values

Online & Social Media

Accessibility

Social 25 50 75 100 Referral 25 50 75 100
0 0

21

PHONE : +61 123 456 879 22

BRIGHT
IDEAS

INGENIOUS
SOLUTIONS

23

Glo Group Presents

Not Your Average

THE MALL OF AMERICA BODY
POSITIVITY CAMPAIGN THAT IS:

RELATABLE INVIGORATING

AFFIRMING

Centered around the fact that:

Body positivity is not
just a trend, it is an

every day obligation.

24

your average

your average

references the references the unrealistic
outside forces we standards that have been
feel pressured by  normalized by society

"Not Your Average"

a statement to reclaim your
individuality and

reanimate your own agency.

A Pledge to Yourself:

"My proximity to the beauty standards
shown in media and reiterated by society

are not a reflection of my value."

25

OUR CREATIVE WILL

ACKNOWLEDGE

5 HUMAN TRUTHS

NORMALCY OF YOUR INHERENT
NEGATIVITY WORTH & VOICE

You are not alone. You are inherently
Negativity is alive. worthy. Know the
Negativity is a lie. strength of your own
voice and make it heard.

TOOLS GUIDE US,
NOT DEFINE US.

You don't need to measure in,
you already measure up.

DIFFERENT THE FUTURE
JOURNEYS IS NOW

Different journeys and Inclusive representation is what is
intersections call for specific going to lead us into the future.
approaches. All of which are It is time to showcase the
influencers of tomorrow, today.
valid and okay.
26

Not Your Average will be
positioned as a Mall of
America initiative to show
their dedication towards
diverse inclusion and
body positivity.

NYA

CAMPAIGN
BRANDING

Not Your Average
branding will appear
throughout the mall as an
extension of MOA's brand;
through the use of floor
decals, posters, social media

content and more!

CARDS EXPLAINING THE MEANING BEHIND "NOT YOUR AVERAGE"

WILL ALSO BE DISTRIBUTED THROUGHOUT THE MALL, AS

POSTERS, STICKERS, CARDS AND DISPLAYS.

27

APP
FEATURE

5 STAR FIT
A MALL OF AMERICA EXCLUSIVE FEATURE

COMING SOON

28

5 STAR FIT DESCRIPTION

MALL OF AMERICA APP Say goodbye to trying on every
FEATURE TO HELP YOU size under the sun and struggling
FIND YOUR PERFECT FIT to find your perfect fit. With 5
Star Fit, navigating between
OPPORTUNITIES AND BENEFITS different stores is a breeze.

Connects users to With basic information about
stores that fit their some of your favorite items, 5
style, in an accessible Star Fit recommends what sizes
and fun way. to try on first the next time you
Encourage tenant are trying something on at a new
collaboration. store. Simply select what store
Helps navigate size you are visiting and the Range
variation amongst Recommender will provide you
retailer that has come with helpful guidance.
about due to vanity
sizing. Through self learning technology,
the app learns more about what
WHAT IS VANITY works for you! It also allows you
SIZING? to read and report on what
common features users notice
the practice of about certain stores. I.e. sizes
purposely assigning run small, short, long, etc.
smaller or larger sizes
to articles of clothing, RESULTS
in order to encourage
Increase positive brand (i.e.
sales or secure a transparency, accessibility, etc.)
certain audience base association for the Mall of America
Increase overall sales
or brand image. Increase sales of diverse sizes
Increase customer experience and
overall visit satisfaction
Data collection on specific shopper
behaviors for the Mall of America
Data provides leverage for the Mall
of America to encourage more
inclusion sizing across tenants

29

30 Second Spot: Breanna's Trials
12

Description: First Person Video. Woman Description: Woman goes into store 1. Shuffles
shopper walks into the mall flustered. 4-6 through the shopping rack, picks out jeans,
heads into fitting room. (5-8 second shot)
second shot)
Sound: Shuffling sound, Woman sighs Sound: sifting through the rack, shoes hitting
the floor as she walks, fitting room curtain
3 shutting, jean zippers..

4

Description: Woman goes into store 2. Shuffles Description:: Woman leaves store 2, and sees
through the shopping rack, picks out jeans, heads an ad for 5 Star Fit Feature. Women pull out
her phone opens the MOA app. (8-10 second
into fitting room. (5-8 second shot)
Sound: Woman sifting through the rack, shoes shot)
hitting the floor as she walks, tries on a few pairs of Sound: Chorus of "No Matter" by Basic Tape

jeans. 6

5

Description: Goes into store 4, shuffles through Description:  5 Star Fit app over a white
the shopping rack. Picks jeans using app's size background. Copy fades in saying "Find your

recommendation. She takes a look into the perfect fit at" and MOA Logo Appears
mirror, the jeans fit. She is happy. (5-8 seconds) Sound: No Matter by Basic Tape fades out

P H O N E : + 6 1 1 2 3 4 5 6 8 7 9Sound: No Matter by Basic Tape plays 30

5 Star Fit Feature will also POP ANDROGYNOUS
highlight 3 new stores: EDGY
wildfang.com
WILDFANG FEMINIST

BUILT ON THE BELIEF
THAT WOMEN SHOULD
WEAR WHATEVER THE

HELL THEY WANT.

NEW | MODERN | INCLUSIVE| FUN 

UP ASH & ERIE

MENSWEAR STARTUP SHORTER GUYS
FEATURED ON SHARK TANK CLOTHES FOR MEN
OF GREAT HEIGHTS.

ashanderie.com

NYA SHOPS

EVERYDAY ITEMS
TO KEEP YOU

STAYING POSITIVE

nya.com/store ENCOURAGING
PERSONAL
HOMEY 31

SHRED PART OF BEING
NEGATIVITY POSITIVE IS
ACKNOWLEDGING
WHAT IS NEGATIVE.

OUR SHRED NEGATIVITY
EVENT IS CENTERED
AROUND TAKING A
MOMENT TO BE
VULNERABLE AND
REFLECT ON WHAT IS
EFFECTING US SO WE CAN
MOVE FORWARD WITH
OPTIMISM AND BALANCE.

I WILL B E O OF: WE WILL INVITE PEOPLE
L ETTIN G G TO BY WRITE DOWN
SOMETHING THAT MAY BE
TOXIC I D O HOLDING THEM BACK.
(AFWRNIIDTEHNMDOYSSTHHEILEPFRS)S. B E: THE NOTES COLLECTED
WILL BE A VARIETY OF
N T HAVE TO COLORS. PARTICIPANTS
ARE ASKED TO PLACE
MOLSAOYITZSVHCEEEEELRDRTFSOT(AO)B.BIRYNE THEIR NOTES IN A
COLLECTION BIN
(ANONYMOUSLY) TO BE
TURNED INTO
SOMETHING BEAUTIFUL
FOR THE TWIN CITIES
PRIDE PARADE.

I G IVE MY S EL F :
P E RMI SSI O N TO

GET H ELP F O R MY
FOO D BEH A V IO RS.

I I AM N OT VAIN, . SHRED
AM ST RU GGLING NEGATIVITY

HERE

32

CELEBRATING
COMMUNITY
AND PRIDE

The Mall of America will
participate in the Pride
Parade as a way to
celebrate the shredding of
negativity and construction
of community.

Unfortunately, many LGBTQ
people experience
negativity due to their
different identities and
orientations.

It is through acknowledging these negative circumstances and
taking a stance, that strong LGBTQ communities and organizations
have been built to support one another. TC Pride is also about
celebrating self-acceptance and being proud in the journey of each
individual, regardless of who they are or how they love. This aligns
with the core essence of MOA’s Not Your Average campaign
initiative, so it is only fitting that they take part in celebrating
alongside likeminded people. 

To celebrate before and
after Pride Weekend,
MOA will also have an
instagramable moment
in the form of a large
neon rainbow display.

Equip with cloud
benches that also serve
as collection bins,
individuals can sit at
the end of the rainbow
and also support local
LGBTQ charities by
donating at the display.

To continue the
shredding of negativity,
MOA will also be
donating to local
LGBTQ youth programs
and charities.

33

TAKE A GOOD

LOOK IN THE

MIRROR >

Interactive Mirror Displays

YOU ARE

RADIANT

POWERFUL

A WORK IN
PROGRESS

34

Mirrors can be tricky Mirror having
you feel:
They are the only chance we have to see our Timid or
reflection and what we see in that reflection insecure?

can impact how we feel. No fear! we
We have all felt a diverse range of emotions have a solution

from looking at what we see. We want to for you:
remind people that those feelings can and Body Positivity

should be positive. Positive Self
Talk
To do this we will have motion activated
mirrors that when triggered (ex: walking Reminder: You
past the mirror) will spawn words on the have the power
surface. This display will serve as a reminder to decide what
to appreciate oneself and celebrate the is said and what
spectacular energy our audience possess as
radiant people; with beautiful smiles, minds is heard.

of immeasurable potential and a wide 35
range of capabilities

How does it work?

Through an interactive mirror display,
guests will be reminded to

appreciate themselves and to
celebrate the spectacular energy
within each of them. The display
works by using two way glass as the
reflective surface. Behind the glass
will be screens connected to the

motion activated sensors. When
triggered, various words will appear.

THIS STAGE OF THE CAMPAIGN IS FOCUSED ON AWARENESS OF
CERTAIN JOURNEYS WITH BODY ACCEPTANCE THAT HAVE BEEN

STIGMATIZED AND OFTEN GO MISUNDERSTOOD. WITH OUR
PARTNERSHIP WITH NEDA (THE NATIONAL EATING DISORDER
ASSOCIATION), WE WILL CREATE INVITING AND SHAREABLE
CONTENT SURROUNDING EATING DISORDER AWARENESS, BUILDING

BODY CONFIDENCE AND SUSTAINING BODY POSITIVITY.

By encouraging people to learn more, we can draw
attention to the many widespread benefits of breaking

down negative habits, stigma and ignorance.
Body positivity comes from our words, attitudes and
actions. All of which have major effects on us as individuals
and inevitably impacts our interactions with others. By
living with a body positive mentality, everyone can gain

more confidence and self acceptance.
If everyone adopted a body positive attitude, it would
result in more inclusive habits and behaviors that can
benefit everyone. These personal everyday changes make
our conversations, environments and organization more
inclusive, especially for those whose journeys have taken
on a different path with different trails and complexities.

36

37

YOU'RE A WORK OF ART

Be a part of a beautiful mosaic to be on display LEARN MORE AT
at the Mall of America.
www.nya.com

38

PHOTO UNIQUENESS
MOSAIC
THE COLLECTIVE
YOU ARE A WORK OF ART CALLS EXPERIENCES AND
ATTENTION TO THE INHERENT BEAUTY, INTERACTIONS WE
WORTH AND UNIQUENESS OF THE
INDIVIDUAL. HAVE WITH ONE
ANOTHER, COMBINED
TO CELEBRATE THE INDIVIDUALISM OF
OUR AUDIENCE WHILE ALSO WITH THE SPECIFIC
ACKNOWLEDGING THE BEAUTIFUL COMBINATIONS OF
POWER OF HUMAN COLLABORATION, PERSONALITY TRAITS
THE MALL OF AMERICA WILL AND CHARACTERISTICS
CONSTRUCT A MOSAIC FROM THAT MAKE US AN
DIFFERENT PHOTOGRAPHS OF
PARTICIPATING GUESTS. INDIVIDUAL.

WE WOULD SET PHOTO BOOTHS AND
PHOTO AREAS AROUND THE MALL IN
ORDER TO COLLECT SUBMISSIONS. ALL
NAMES AND INDIVIDUALS WOULD BE
ANONYMOUS BUT PARTICIPANTS CAN
OPT IN TO BE NOTIFIED OF THE
COMPLETED PIECE AND WHERE THEIR
CONTRIBUTION IS IN THE MOSAIC.

THIS PROJECT ALSO INVITES PEOPLE TO
ENTER TO BECOME NOT YOUR AVERAGE
AMBASSADORS AS A WAY TO
ENCOURAGE MORE DIVERSE
REPRESENTATIONS OF PEOPLE WITHIN
MEDIA. THE AMBASSADORS WOULD
TAKE PART IN VARIOUS MINI PROJECTS
AND EVENTS THROUGH OUT THE
CAMPAIGN. SUCH AS, ATTENDING
EVENTS, APPEARING ON SOCIAL MEDIA
CHANNELS AND HELPING TO ORGANIZE
A VOLUNTEER OPPORTUNITY THAT
WOULD BE PUT ON BY THE MALL OF
AMERICA AND ITS EMPLOYEES.

39

YOU'RE A
WORK OF

ART

COME STEAL
THE SHOW!

BE A PART OF A MOA MOSIAC TO CELEBRATE
DIVERSITY, BODY POSITIVITY AND COMMUNITY!

SIMPLY SHOOT, SHARE
AND SEE IT APPEAR
ON AUGUST 17TH.

Also have the chance to become a Mall of
American Ambassador. To learn more visit

nya.com/moarep

40

NOT YOUR AVERAGE

PHOTO BOOTH These attention grabbing,

vintage inspired photo

booth will attract people

of all ages to interact with

this modern photo booth

with a retro twist.

People will then be able to
participate in the
developing mosiac for the
mall of america,
appropriately Titled
"You're a work of art." The
mosaic will go up in
August.

AMBASSADOR APPLICATION

Participants also have a Within our target market
chance to apply to of 18 - 39
become a Mall of Able to commit to 8
America Ambassador for hours of work a month
the NYA Campaign. By Local to the twin cities
simply answering 4 area
questions, we will be able
to narrow down on who
we may want to
interview to join us,
officially, on the initiative.

41

Not your average influencers...

PILLARS OF
SOCIAL CHANGE

42

Not your average influencers...

PILLARS OF SOCIAL CHANGE

Often, when asked audience to other
about the media individuals and
landscape, people communities who
can describe similar they can connect to.
recurring features
and types of people The selection of
being represented. each individual was
informed by
We want to intersectionality and
spotlight a group of driven by our desire
people who more to create a more
accurately represent inclusive media
the variety of landscape. It is up
backgrounds, to us to embrace
characteristics and these diverse
lived experiences as experiences, learn
the diverse audience about the unique
of Mall of America. challenges that
come from them and
By selecting lift one another up
people with various rather than be
sized platforms and barred off by our
interests, we are differences or
able to expose our  misunderstandings.

THE FUTURE OF REPRESENTATION

43

Not your average influencers...

NOT YOUR AVERAGE INFLUENCERS

|HANNAH|
|RILEY|
|AIRIN|

|JACKSON|
|MEGAN|
|MINA|

|JESSAMYN|
|KELVIN|
|ELI|

|MARQUIS|
|TIFFANY|

|ASH|
|EM|
|ANNIE|
|ZACH|

THE FUTURE OF REPRESENTATION

44

Not your average influencers...

ADVOCATES

INFLUENCERS

CONTENT CREATORS THE FUTURE

45

Not your average influencers...

The Influencers would take part in creating
content on MOA's instagram page, take part in
Not Your Average events and be showcased
throughout the mall through mini bios wrapped
around structural pillars.

46

NNoot tyyoouur raavveeraraggeeininflfulueenncecersr.s.....
47

Not your average influencers...

OUR  INFLUENCER AND

PILLAR OF CHANGE LIZZO

ADVOCATE From her own struggle with body

SINGER issues starting from a young age,
Lizzo has become dedicated to

being an advocate for body

positivity and self-love. Through

her music she is creating diverse

representation and creates

conversations about loving one's

body (in "Fitness" and "Juice"),

sexuality ("Boys"), race ("My

Skin") and more. Lizzo doesn't

just talk the talk, she walks the

R A P P E RS O N G W R I T E R walk and promotes other artists
such as her group of back-up

dancers, the Big Grrrls, who are

comprised of an all (self

identified) plus-size dance crew..

Performance would take place in the Rotunda.

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