For decades, the ‘her’ and ‘she’ pronouns on the Hershey wrapper have been hiding in plain sight - similar to how women’s achievements often go unrecognized. In 2020, Hershey launched the #HerForShe campaign in Brazil, using the wrappers to bring visibility to notable women and their accomplishments.

We launched the campaign in Canada in 2022, using the narrative lens of Street Culture to kick the visibility messaging into high gear - after all, the street is where you go to undeniably be seen and take up space.

Historically, street culture as been dominated by men. But by spotlighting 5 women changing the street scene across the country, we not only showcased their impact - but shifted the idea of what street culture actually is. Yes, it’s kicks and fits, but also grassroots activism, outreach and advocacy. Fundamentally, street culture is what glues a community together.

With limited edition #HerForShe bar designs created by noted street artist Gosia Komarinski, and 5 mini-films directed docu-style by Bruna Arbex, we brought more visibility to women transforming their communities and inspiring the next generation to do the same.

The results exceeded our benchmarks and KPIs, with 350+ pieces of coverage across various media and influencer platforms, 22,382,528 total MR impressions, 6,343,345 impressions from earned media and 8,012,461 impressions on social media.

Art Direction: Veronika Radeva
Design: Marta Pietryga