‘So many dicks’: ELF Beauty launches eye-catching diversity campaign

(Source: ELF)

ELF Beauty has launched a “So Many Dicks” marketing campaign on Wall Street’s digital displays as part of the brand’s “Change the Board Game” effort to raise awareness of diversity issues.

The out-of-home promotion is running in New York City’s Financial District, including Fulton Street Station and The Oculus, until June 10.

According to ELF, men called Richard, Rick, or Dick (Dicks) serve on these public corporate boards in greater numbers than women and diverse groups. Meanwhile, black and Asian women outnumber males named Dick, by just 806 to 774.

To collate the data, ELF Beauty collaborated with agency Oberland to identify and categorise the race and gender of each person serving on the boards of directors of US-based companies listed on the New York Stock Exchange and NASDAQ, using publicly available biographies, images, public statements, and information from public filings.

“ELF’s commitment to diverse representation isn’t limited to within the four walls of our company. We want to normalize diversity – and if it takes some ELFing in-your-face advertising to do it, we’re happy to put it on some of the biggest screens you can imagine,” said Kory Marchisotto, chief marketing officer at ELF Beauty.

The company launched the “Change The Board Game” program earlier this year by announcing a partnership with the National Association of Corporate Directors (NACD) and sponsoring 20 women and diverse board-ready candidates through NACD Accelerate.

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