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ABSTRACT
Belladonna Music Festival: Music and the Modern Millennial Woman
Belladonna Music Festival is a fictional music festival designed to target young
women of today. The goal of this project was to create a music festival that would unite
women together through the common factor that is music. Many associate music with
emotions and memories, which makes attendance of a music festival a meaningful
experience. Belladonna Music Festival aims to appeal to millennial women by tackling
issues that they find to be important: equal rights, positive body image, and giving back to
the community. The project includes an overview that discusses the evolution of music
festivals in society, including Woodstock, Lollapalooza, and Lilith Fair.
This project included three creative components. First is promotional design
material in the form of posters, social media banners and profile pictures, and
merchandise designs. Second is a media kit that contains all of the important information
about the festival that could be easily distributed to the press both physically and digitally.
Lastly are social media accounts, which play an integral part in promoting and marketing
the festival. Also included in this paper, are all of the details related to implementing the
event, including basic event logistics, a demographic analysis, sponsor information, and
the charities that portions of the festival will benefit. The integrated, marketable design for
Belladonna Music Festival seek to address the issues most important to millennial
women.
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BELLADONNA MUSIC FESTIVAL: MUSIC AND THE MODERN
MILLENNIAL WOMAN
Chelsea Artman
2016
INTRODUCTION
Music is, without a doubt, one of the most influential factors in the lives of
millennials. 81% of millennials report associating music with some of their best memories
(PR, 2015). Music has a way of evoking feelings in an individual. Whether these emotions
are good or bad, music has a way of creating meaning within a person.
Belladonna Music Festival is a fictional event that targets millennial women through
the channel of music. There are three main creative components to this project. First are
promotional design materials which come in the form of posters, merchandise, and social
media elements, including profile pictures and banners. Second is a social media strategy
that will help market the event through social networking channels. Lastly is a press kit
that contains all of the information surrounding the event can be distributed to the media.
These three components aid in marketing the event to our key demographic.
The festival will be sponsored by Nike and Dove, which are both brands that
promote strong women and body positivity. Also, portions of the festival will benefit the
Women and Girls Foundation and Dress for Success Pittsburgh, two local charities that
advocate for the empowerment of women. Belladonna Music Festival would offer women
a musical experience that is revolutionary and one of a kind.
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HISTORY OF MUSIC FESTIVALS
Woodstock
Woodstock Music Festival opened on August 15th, 1969 and became a significant
part of music culture and history. The festival took place on a small patch of farmland in
Bethel, New York, a short distance from Woodstock, where popular musicians at the time,
like Bob Dylan, often visited. Promoters John Roberts, Joel Rosenman, Artie Kornfield
and Michael Lang intended for the festival to be a way to raise money to help them build a
recording studio and rocknroll retreat for musicians near the town of Woodstock (Staff,
2009).
The four promoters were able to book major acts for the festival like The Who, The
Grateful Dead, Jimi Hendrix, and Janis Joplin. Plans for the festival almost fell through
when both the town of Woodstock and Wallkill denied their requests to hold the events
there. At the last minute, a dairy farmer named Max Yasgur offered to allow the men to
hold the festival on his 600 acres of land in Bethel (Staff, 2009).
Attendance was estimated early on to be somewhere between 50,000 to 200,000,
but on opening day of the festival, there were over 400,000 people scrambling to get in.
Those that were denied admission simply snuck in through holes in fences, which caused
organizers to turn the festival into a free event (Staff, 2009).
Woodstock went on to become a symbolic event in joining together music and
peace. The socalled “hippies” that gathered at Woodstock used the festival as a means
to protest the violent Vietnam War that was going on overseas at the time. While half a
million soldiers fought for their lives in Vietnam, half a million young people gathered for a
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nonviolent weekend of sex, drugs, and rocknroll. They brought to light the perspectives
of a counterculture that often were not taken seriously during this time. The festival was
the first of many to demonstrate that music can be a peaceful means of political protest
(Friedman, 2009). Woodstock represented the beginning of the music festival
phenomenon. Over the next few decades, festivals emerged that spanned all genres of
music.
Lollapalooza
Lollapalooza was founded in 1991 by Jane’s Addiction cofounder, Perry Farrell.
The festival was originally intended to be a farewell tour for his band, and featured a
diverse lineup of acts like Living Colour, Nine Inch Nails, and IceT. It was the first
instance of a crossgenre festival. Because the first year of Lollapalooza was so
successful, they decided to convert it into an annual touring festival (Smith, 2015). In
1992, the number of acts increased from nine to twentyeight, and Lollapalooza was one
of the most soughtafter events of the year. The touring festival embraced the alternative
and grunge culture that had taken over the country due to acts like Nirvana and Pearl
Jam (Smith, 2015)
Lollapalooza 1995 ultimately represented the decline of the tour. They began
booking smaller club acts, who who were now playing outdoor venues. Artists were
unhappy when the tour shifted to amphitheater settings which often required them to play
to rows and rows of empty seats, while their fans were stuck in a lawn area. Acts grew to
dislike the attendees and the attendees were disappointed in the festival. Those who
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attended didn’t like the overlycommercial headliners who didn’t embrace Lollapalooza
roots in the indie and alternative culture (Stewart, 2015).
In 1996, Farrell parted ways with the festival after Metallica was booked as the
headliner. He believed that the band went against his peaceful vision for the festival. The
general public seemed to agree as ticket sales plummeted the next year, and in 1998,
Lollapalooza was cancelled due to their inability to sign a good headliner (Smith, 2015).
Farrell attempted to revive Lollapalooza in 2003, by bringing back Jane’s Addiction
along with coheadliners Incubus and Queens of the Stone Age. The revival ultimately
failed and was cancelled the following year due to poor ticket sales. In 2005, Lollapalooza
found its final home in Chicago’s Grant Park as an annual threeday festival. The festival
continues to grow each year and has expanded to four other countries: Argentina, Brazil,
Chile, and Germany. In 2014, Lollapalooza had over 130 acts from a multitude of genres
ranging from alternative to rap, offering a little bit of something for everyone (Smith,
2015).
Though Lollapalooza was a major hit through the 90s, it alienated women, which
was a large group of potential attendees and performers. There was a very limited
number of female acts. It also catered to a male crowd. Women needed a festival of their
own, which prompted the formation of Lilith Fair.
Lilith Fair
Lilith Fair made its debut in the summer of 1997 and saw great success. Founded
by Canadian singer, Sarah McLachlan, Lilith Fair claimed itself to be a “celebration of
women’s music.” The idea came to her after she discovered that many booking agents
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didn’t like to put more than one female artist on a lineup. Instead of battling other women
for gigs, she decided to create a tour of her own, featuring just female artists (Arnold,
1998).
Lilith Fair went to a place that music festivals hadn’t gone before. It targeted
women, who were turned off by other summer music festivals like Warped Tour or
Lollapalooza, which attracted droves of young men. “...To many women, the allday rock
festival format presents an unblinking picture of menace and confusion: long lines at the
bathroom, too much sun and hordes of young men in packs, crushing up against one's
flesh and ogling one's tits. By promising to remove at least the last annoyance, Lilith's
organizers tapped a market of brandnew concertgoers” (Arnold, 1998, p. 7). Women
responded well to the idea of a femaledriven festival as the tour grossed $16.4 million in
ticket sales alone in 1997. This put it ahead of other major summer tours occurring at the
time like OzzFest ($13.1 million), Lollapalooza ($9.4 million) and H.O.R.D.E ($6.4 milion).
Lilith Fair ended on a high note in 1999, and McLachlan attempted a revival in
2010 with little success. The tour was rebranded as simply Lilith and faced trouble from
the beginning. Ticket sales were poor, multiple dates were cancelled or moved to smaller
venues, and many acts that were supposed to headline dropped out. McLachlan was
quick to accept the failure of the tour and confirmed that it would not return for another
year after the summer of 2010. In a press conference, McLachlan said that:
“[It's] about learning more from our failures than our successes, and it was a
beautiful organic event that happened at a point in time when it was really needed.
And bringing the same thing back last year really didn't make any sense, in
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retrospect, without due diligence being done on how women have changed.
Because in 12 years, women have changed a lot. Their expectations have
changed, the way they view the world has changed, and that was not taken into
consideration, which I blame myself for” (Lederman, 2011).
Though the revival attempt failed, Lilith Fair opened countless doors for female artists and
musiclovers alike. Doors that would make a festival like Belladonna possible in today’s
music market.
DEMOGRAPHIC ANALYSIS
Millennials
Millennials are considered to be roughly between the ages of 20 and 35, or born
between the years 1980 and 1996. These ages and birth years are disputed from source
to source. There are currently over 75 million millennials residing in the United States
(Turn, 2015).
In 2015, the Silicon Valleybased advertising and technology firm Turn, conducted
research that found that advertisers are spending 500% more on millennials than any
other target market. Turn found that, “Advertisers are spending four times more on
display, four times as much on social media, four and a half times on mobile and six times
more on video advertising targeted to millennials than they spend on all other age groups
combined” (Turn, 2015). Because this generation is so large and covers people from such
a wide range of ages, marketers often find it difficult to target the group as a whole. Turn’s
analysis looked further into the buying habits and interests of millennials to divide them
into four more manageable groups to market to.
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The first and largest group are the “Struggling Aspirationals” which make up 57%
of millennials. This group typically makes less than $50k per year and are struggling to
get on their feet. They are most often marketed to by the food and automobile industry.
Their interests include the environment, staying fit and eating healthy, and good food.
Due to their limited financial means, they are always looking for promotions and deals to
help save money (Turn, 2015). For the festival, an app would be developed that would
feature information about the event along with deals on things like merchandise and food.
Due to their limited financial means, the “Struggling Aspirationals” would be more likely to
download our app to have access to the discounts and special offers on merchandise and
food and drink at the event.
The second group are the “Successful Homeowners” which make up 18% of
millennials. This group typically makes more than $100k per year, making them the most
affluent of the four groups. Because they are so much more financially stable than the
other three groups, they are likely to own a home of their own. Successful homeowners
are mostly targeted by financial services and telecommunications. High impact video
advertising can be effective with this group as they have the disposable income to spend
(Turn, 2015). Belladonna would offer general admission tickets, along with VIP
packages. The VIP packages would include things like meet and greets, a gift bag with
products from our sponsors, and autographed merchandise. Because the “Successful
Homeowner” group has much more disposable income than the other three groups, they
would be more likely to splurge on the VIP packages in order to receive a more exclusive
concertgoing experience.
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The third group contains the “Active Affluents” which account for 17% of
millennials. Members of this group make somewhere between $50100k per year and are
marketed to the most by financial services and the electronics industry. These are often
the older millennials who have started families of their own, and are outdoorsy foodies
who love travel and being active. Turn argues that the best way to market to this group
would be through mobile channels, to reach this group who are constantly on the go and
likely to be checking their phones often (Turn, 2015). Because the “Active Affluents” are
constantly checking their phones, a heavy social media presence could reach them very
easily. There is also the potential to reach them through other forms of mobile advertising.
The last group of the four are the “Comfortable TV Watchers,” which make up the
last 8% of the millennial demographic. This group is likely to make between $50k and
$100k per year and are marketed to most by the automobile, food, and travel industries.
This group loves their television. They are likely to have memberships with multiple
streaming services, live tweet shows, and, as stated in the infographic, are more likely to
vote Republican than Democrat. To target this group most effectively, marketers should
“look into data and research done about this group to expose patterns or unique
opportunities that will help cater to their needs more effectively” (Turn, 2015). There is
potential to reach this group through television advertising, though because they account
for such a small portion of the demographic, it would likely not be worth it. Also, because
of the leftleaning messages the festival conveys, our message would likely be lost with
this more conservative group.
Women
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Belladonna Music Festival is created by a millennial woman for the modern
millennial woman. This generation of women has been at the heart of many social issues,
like LGBT equality, reproductive rights, and climate change. The technological revolution
that has occurred during our lifetime has allowed us to take to social media and voice our
opinions. What the woman of today wants often differs from what her mother or
grandmother wanted in the past. These differences include their use of technology,
changing opinions on marriage, and the importance of positive body image.
Importance of Technology
Millennials’ exposure to technology is often what separates them from older
generations. Since the introduction of cell phones over 30 years ago, they have changed
from a commodity to being owned by 83% of American adults. Technology, the internet
and smartphones open up an entirely new digital world to millennial women. We are in the
age where there is an app for everything. These apps can aid with everyday tasks,
connect us with those around the globe, or promote social change (David, 2013).
Technology has increased our ability to stay connected with other people no matter
where they go. Millennial women are typically early adopters of technology like cell
phones, tablets, or gaming consoles. They are also usually attached to their devices.
Most women cannot imagine living without a cell phone, and 83% of women sleep with
their phones next to their bed (David, 2013).
Seventyfour percent of millennial women use their mobile devices to access social
media sites on the go. Between laptops, tablets, and cellphones, women spend over 40
hours online per week. Women are also more likely to use technology to help them
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multitask. “They use multiple platforms, on multiple devices all at the same time for
entertainment, work, school, and socializing” (David, 2013, p. 27). Seventyfour percent of
millennial women watch videos, tv shows, or movies, while doing homework on the same
device. As I type this paper, I am also watching Netflix, and texting on my iPhone.
Technology makes it more possible than access a plethora of information through
different devices all at once (David, 2013).
Changing Views on Marriage
It is much more common in today’s world for millennial women to stay single for a
longer period of time. The average age at which women get married has slowly been
rising, and in 2010, was reported as 26.1 years old. Also, in 2010, it was reported that
only 51% of Americans were married, which was the lowest it has ever been (David,
2013).
Staying single gives young women the ability to pursue things they couldn’t if they
were married. Being single allows them to spend their limited income on more personal
and luxury items, like designer clothing and accessories, or social activities, like concerts
or dining out. They are women who are confident with their financial circumstances and
are comfortable with splurging or buying unnecessary items (David, 2013).
Though many young, millennial women may not actively be seeking marriage, kids,
or the American Dream and nuclear family, it is not something that is out of the question
in their futures. However, while they take the time to focus on themselves and their
careers, they have a strong desire to feel connected and to not feel alone. This is why so
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many millennial women rely on their technology: to stay connected with the world around
them (David, 2013).
Importance of SelfImage
The way millennial women are viewed by their peers is incredibly important to
them. While they pride themselves on being strong and independent, their insecurities
and need for approval are a point of weakness. For this reason, millennial women seek to
use brands that they believe will boost their confidence in some way or help them get
ahead.
Millennial women enjoy shopping even if they don’t need to buy anything. They are
most likely to shop at stores like Forever 21, American Eagle Outfitters, H&M, Urban
Outfitters, and Victoria’s Secret. They fall above average for “approval seeking” when
shopping and fall far below average when it comes to being informed customers (David,
2013, p. 1819). Despite their low incomes, they often buy name brand clothing and
spend money on expensive social activities. Twentynine percent of millennial women
report buying luxury items that they know they cannot afford. They still purchase these
items, however, because they believe they will help them gain the approval of their peers
or get ahead (David, 2013).
FESTIVAL DETAILS
Belladonna Music Festival is set to take place on May 27th and 28th, 2017 in Point
State Park in downtown Pittsburgh, Pennsylvania. The weather during this time of year
should be warm, but not overbearingly hot. Because the festival will be held outside, there
is always the possibility of rain, but we will be at Mother Nature’s mercy. In the case that
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the weather does not cooperate, there will be ponchos and umbrellas available for sell at
our merchandise stands. There will also be various tents set up around the grounds to
seek shelter from the sun or rain, whichever may occur. This area is ideal for large
events, and hosts other events like the Three Rivers Regatta and portions of the Three
Rivers Arts Festival.
Point State Park is 36 acres, located at Pittsburgh’s Golden Triangle, where the
Allegheny, Monongahela, and Ohio Rivers converge. The park offers a large amount of
green space that can host the weekend's events. The park is also handicap accessible,
so that no one is kept from attending. There is plenty of parking available on the North
Shore. Attendees can either walk from the North Shore to the Park, or take the T across
to downtown.
DESIGN MATERIAL
Poster
For the design material for the festival, I wanted to keep the color palette limited. I
played around with the idea of pink, but decided that it was too feminine. I aimed to have
the design material appeal to women of all interests and backgrounds, and pink may have
excluded some of these women. I settled on this light purple, which has a touch of
femininity without being too inyourface. The watercolor texture that is used in the
background and in certain elements of copy adds a layer of depth and sense of artistry to
the poster. Women tend to be drawn to an aesthetically pleasing design, so it was
important to develop promotional materials that women would like to help market the
festival better.
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The laurels which curve around the heading “Belladonna Music Festival” at the top
related back to the name, which is rooted in nature. In the center of the poster, behind the
lineup, is a flower representing the Belladonna. This same flower is used in our logo,
other design material and our press kit. The idea behind the flower is key to the message
we are trying to convey with the festival. The flower is beautiful, but also strong, fierce,
and potentially deadly.
At the bottom of the poster is all of the information that someone would need to
find the festival on social media. It has our backslash links and our usernames so that
potential attendees can inquire more about us. Social media plays a large role in this
event and we want people to be engaged and talking about it before, during and after it
occurs.
The poster has the ability to be distributed digitally or in print in a variety of sizes.
Printed copies can be hung up all around the city, in bars, restaurants, coffee shops,
record stores, or around the many college and university campuses within the area. It
would be beneficial to target the places that our target demographic would frequently visit
and see our ads. The poster can also be posted digitally and be used in email blasts, on
social media, or on websites. It is bright and visually appealing,
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Exclusive Content
An exclusive content section would contain video and photo content from the
artists, sponsors, and organizers of the event to give people an inside look at what all
went into the planning and execution of the event.
Discounts/Deals
As stated in the “Millennial” section, a large portion of Belladonna’s target market
looks for deals and discounts because their financial means are limited. When the user
subscribes to the app, they will unlock this section which would offer discounts on
merchandise and food/drink for the day of the event. There will also be coupons for
attendees to use towards our sponsors products after the event.
PRESS KIT
Festival Overview
This page gives a formal overview of the festival details. This includes the
important who, what, when, where, and why that will happen that weekend. It discusses
the headliners (Taylor Swift, Ellie Goulding, and Halsey), the dates of the festival (May
2728), the location in Point State Park, and our mission to empower women. To view the
press kit, refer to See Appendix 1.
Event Info
This section gives a more visual version of the information from the first page. The
aesthetics are similar to the other design material for the festival. This section also
includes the meaning behind the name, Belladonna.
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achieved many significant milestones. The “Swoosh” logo and “Just Do It” slogan are
commonly recognizable symbols. Nike is one of the most popular and profitable
companies on the planet, with an annual revenue of over $24 billion in 2012 (“Nike Inc.,
Success Story”, n.d.).
In recent years, Nike has joined
other brands in promoting “real
women” in their ads. In 2005,
Nike launched their Real Body
campaign. These ads feature
women with “thunder thighs,”
“big butts,” and “tomboy knees.”
Instead of viewing these traits
as a negative, the ads turn them
into a positive. The ads send
women the message that your insecurities are often the things that make you strong,
beautiful, or unique, which is something that a lot of women could afford to hear.
More recently, Nike launched their “#betterforit” campaign. Weiden + Kennedy, the
advertising firm behind the campaign, says that the ads are about “powering [women] to
be better through services, product innovation and athlete inspiration, motivating each
other to push to the next level” (Ciambriello, 2015). The ads feature normal women in spin
class, yoga class, running groups, and so on. Their bodies are intimidatingly fit, and the
women are facing physical challenges that many women face. It’s an updated, less
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aggressive version of
their traditional “Just Do
It” campaign which
reminds women that
they can accomplish
whatever it is that they
put their minds to, be it
physically or mentally.
Nike’s brand
messages for women are a perfect fit for Belladonna. Like Nike, we want to convey the
message that women can accomplish anything. Nike highlights the strengths that exists
within each of us, which compliments the festival’s mission. It would be beneficial for Nike
to participate in this event to help expand their female customer base and show their
support for women.
Dove
Dove cosmetics are one of Unilever’s top earning brands, worth over $2.5 billion.
The brand launched in 1957 with the the introduction of their Cream Bar soap. Over the
years, Dove became one of Unilever’s fastest growing brands. In the early 1990s, the
Dove brand began expanding internationally. Between 1991 and 1994, the brand
expanded rapidly and was launched in 55 different countries. (“Dove Market
Achievements”, n.d., p. 62). Though the global market declined 2% during this time
period, the Dove brand managed to grow 30% due to their global expansion strategy.
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Dove’s soap products were followed by skin care, deodorant, hair care, one after another.
Today, Dove is recognized as a global brand, with products in over 80 countries
worldwide (“Dove Market Achievements”, n.d., p. 62).
Dove defines their products as “beauty without artifice.” They feel as a brand that
transparency is key and they do not need to use any gimmicks to make women love their
products. One of the company’s key goals is to “make the consumers real promises and
keep them.” One way that Dove keeps up with these principles is through their
advertising, which relies on the testimonials of real women and the effects that the
products have on their skin
and selfesteem (“Dove
Market Achievements”,
n.d., p. 63).
Dove’s Real Beauty
campaign is over 10 years
old at this point but still has
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the ability to resonate with women. This campaign was the one of the first to challenge
the media’s idealized definition of what is a “beautiful” woman. Dove took a stand against
women in `advertising who have been overlyphotoshopped or altered in some way. The
first ads launched in the U.K. in 2003. The campaign featured billboards with pictures of
women, which asked the viewer to decide things like “wrinkled” or “wonderful,” “fat” or “fit”,
or “flawed” or “flawless.” The ads served to make the viewer rethink our initial reactions of
what “beautiful” really means (Skene, 2014).
In 2007, the brand launched their Evolution video, which shows the process that
model’s go through to be photographed for a billboard and all of of the insane editing that
goes on afterward. It draws attention to how fake the portrayal of women in the media is.
This ad was the first double Grand Prix winner in the history of the International
Advertising Awards.
More recently, the Dove Real Beauty sketches have gone viral on social media.
The video features women describing themselves to a police sketch artist behind a
curtain, who draws them based on their descriptions. Then another woman enters, and
describes the first woman in her own words, while the sketch artist drew a second sketch.
At the end, the two sketches were held side by side, and the second sketch was always
much more beautiful than the first. The video provided an interesting insight to women’s
selfimage. Women often have poor selfimage of themselves, while others view them as
beautiful. The videos went viral all over social media, proving the impact that the video
had on people all over.
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Dove’s message of positive body image and mental health is something that I feel
is important for the young women attending Belladonna Music Festival to hear. It is
important that women embrace all of the things that make them unique and beautiful.
Dove and their products encourage the idea of natural, true beauty. Their advertisements
feature women of all ages, shapes, and races together, celebrating their true beauty.
Because Dove embraces women of all shapes, sizes and backgrounds, their brand ethos
compliments that of the music festival. The attendees of Belladonna would be likely to
support Dove, which would be beneficial to them on a business level.
CHARITIES
Women and Girls Foundation
The Women and Girls Foundation’s (WGF) motto is “Will Work for Equality” and
that is exactly what they do. The mission of the WGF is to strive for equality for today’s
generation of women and girls, and the generations that follow. Their goal is for women
and girls in Pennsylvania to have equal access, opportunity, and influence in all aspects
of their lives (Women and Girls Foundation, n.p.).
The history of the foundation reaches back to the mid1990s. It was formed over
the years through “grass roots effort by women, for women” (Women and Girls
Foundation, n.p.). Finally, in 2002, the foundation received its 501(c)3 status which
established it officially as a nonprofit organization. In 2004, the WGF reached the
milestone of 100 donors to the foundation. The same year they hired their first Executive
Director, Heather Arnet, and started distributing grants throughout the community. Since
that time, the WGF has granted over $600,000 to organizations across Pennsylvania. All
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$5000 inheritance from her greatgrandfather. She teamed up with three nuns in her area
and started Dress for Success in a church basement in Manhattan that same year. Only
two years after their first client in that Manhattan basement, DFS spread to 22 cities
across the United States, and in 1999, they opened their first international affiliate. Today,
there are over 140 DFS locations in 20 countries worldwide, including one in Pittsburgh.
On their website, Dress for Success states that their mission is “to empower
women to achieve economic independence by providing a network of support,
professional attire and the development tools to help women thrive in work and in life.”
DFS recognizes that poverty often hits women hardest, and has long term effects on
them, their families, future generations and their community. They ultimately believe that
achieving gender equality is imperative to developing a just and fair world for all. They
offer services to women in need, like suiting (providing them with gently used professional
attire to pursue career opportunities), job training, and leadership training, to help them
become independent, successful career women.
As women, we have a responsibility to care for our fellow women. On social
media, we will encourage women to bring gentlyused, professional attire to the festival.
There will be bins at the entrance of the festival for attendees to drop off their donations.
In exchange for each bag of clothing, they will receive a coupon for a free beverage or a
discount off of food or merchandise. The discounts would encourage people to donate if it
would help them save money in other areas.
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References
Arnold, G. (1998, June 18). Gilding the Lilith Fair. Retrieved April 01, 2016, from
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Ciambriello, R. (2015, April 14). Nike Turns Can't Into Can in Its Largest Women's
Campaign Ever. Retrieved March 19, 2016, from
http://www.adweek.com/adfreak/niketurnscantcanitslargestwomensca
mpaignever164059
David, J. (2014, March 6). Wired Women: Understanding and reaching the 1824 year old
women of today [Scholarly project]. In Syracuse University Libraries.
Retrieved February 21, 2016, from
http://surface.syr.edu/honors_capstone/84/
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