THE WHAT? The Body Shop US has partnered with HeadCount, a non-partisan organisation, to support democracy protection by registering as many first-time voters as possible.

THE DETAILS Visitors to the ethical beauty brand’s stores and website can register to vote, sign a pledge to support young people’s participation in democracy and advocate for fair and accessible elections for all voters.

Further amplifying its message, The Body Shop’s Changemakers ambassadors will help spread the message through livestreams, digital storytelling and live events.

THE WHY? The initiative is part of the Natura &Co-owned brand’s Be Seen, Be Heard, a joint campaign with the UN Secretary General’s Envoy on Youth, which aims to increase young people’s participation in public life in more than 75 countries.

Hilary Lloyd, Vice President of Marketing and Corporate Social Responsibility for The Body Shop North America, comments, “During last year’s midterm elections, youth across the US made their voices heard loud and clear. Young people have the courage and moral clarity to help build a better world, but our institutions are not doing enough to make sure they are seen and heard. We hope this campaign, and partnership with HeadCount, will inspire more youth to think about engaging with democracy as an ongoing practice, not just during major elections.”