Snack Drawer, the internet-first creative agency founded in 2020 by Jamie Searle (ex-Thinkerbell and Brave Bison) and Hannah McElhinney (ex-Vice Media), has announced its latest work with Dr. Martens globally.
The partnership will see Snack Drawer’s original creator brand Rainbow History Class working with Dr. Martens to create a series of video and blog content around World AIDS Day as a part of the brand’s active allyship of the LGBTQI+ community.
The partnership between Snack Drawer and Dr. Martens uncovers underrepresented stories and platforms them via Rainbow History Class’s social channels (@rainbowhistoryclass).
A series of three videos will be released at the start of December giving an opportunity to share the history of HIV/AIDS, that will educate audiences and honour the LGBTQ+ found families who were instrumental in fostering community within a time of crisis. The videos will be hosted by Rudy Jean Rigg (@rudyjeanrigg), Benjy Lookbook (@benjy_lookbook) and Jethro Patalinghug (@virginia_please), who between them boast over 270,000 TikTok followers.
Snack Drawer chief creative officer and Rainbow History Class co-creator Hannah McElhinney said: “While the focus on AIDS awareness and education is not as widely recognised as in days gone by, it’s just as important as ever. Our partnership with Dr. Martens for World AIDS Day provides a unique opportunity to shine a light on some really vital and often underrepresented stories with TikTok being the perfect platform for us to challenge bias through historical storytelling and education.”
Dr. Martens global social content lead Laura Douglas said: “Telling the stories of underrepresented communities and providing education is a key part of our brand mission at Dr. Martens, and with the help of Rainbow History Class we can do this in authentic, engaging, and meaningful ways.
"TikTok is the ideal platform to speak to our audience and beyond, they have a desire to learn and create positive change, within the app and community."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.