AMP3 IMPACT | NYC

An AMP3 PR Division

NEW YORK PR

210 West 29th St. 6th Floor

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AMP3 IMPACT | NYC

Social Responsibility is no longer a marketing tactic or a differentiator for brands, it’s a necessity. At AMP3 PR, we are deeply passionate about helping brands to develop and communicate social impact campaigns that promote sustainability, equality and/or philanthropic initiatives, which support the UN’s 17 Sustainable Development Goals (SDGs).

We help brands to connect with and implement give-back initiatives, and to strengthen their ethical and eco capabilities from the supply chain to the consumer.

We are currently committed to ensuring that at least 75% of our clients are IMPACT brands, and pledge to solely represent social IMPACT brands by 2022, if not sooner.

Not every brand can do everything, but every brand can do something, and we’re here to help discover and maximize what that something is.

Our AMP3 Impact work

TENCEL™

This premium textile brand has been a leading force in the sustainable fashion & lifestyle space.  A biodegradable fiber made from trees, TENCEL is used by major global brands including Reformation, Allbirds, J.Crew, Gap, Athleta, West Elm, Pottery Barn, Mara Hoffman, Levi’s, Patagonia, Madewell, Champion, Hanes & many more.  AMP3 was brought on to support their B2B operations by educating brands on how to share their sustainability message through marketing, digital & social tactics. We are also responsible for conceptualizing and implementing their first-ever consumer-facing campaign, to drive awareness and demand from the end user. 

Tencel Sustainable Clothing
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We kicked off with an “Earth Month” campaign, where sales & social media likes + shares equaled trees being planted in the area of California devastated by the wildfires. The goal was 15,000 trees planted, which we surpassed, planting 22,000. We also hosted a panel discussion on the “Future of Sustainable Fashion” at Hudson Yards with panelists including Tencel, brand partners, the United Nations ActNow Climate Action Campaign and the Conscious Fashion Campaign, which is supported by the UN Office for Partnerships. We continue to run their new US-based Instagram platform that is consumer centric, surpassing their follower goal by 33% in the first 3 months. Due to the account’s success, we are now being consulted by the global head of social media on how to integrate our concepts internationally.

CAT Footwear

CAT FOOTWEAR

– “Build For Better”

This global brand is known for its slogan “Built for It,” regarding the rugged earth-moving equipment as well as the licensed footwear, which we have represented for over seven years. We conceptualized and coined “Build for Better,” as an ongoing title to suit any give-back initiatives for the brand. In our first year, we launched a desk building marathon, where we partnered with two nonprofits: The Rebuilding Exchange (a not-for-profit center that sells reclaimed & recycled wood and building materials), and Designs 4 Dignity (an organization that helps to furnish charities that are in need), to bring desks to an underserved community in the greater Chicago Area.

The general public was invited to our workshops to learn about the initiative, and construct desks, ultimately leading to 300+ combined hours of work. We discovered and brought the founders of the Instagram Builder’s Challenge to co-host the challenge, creating more awareness through social media amongst a relevant DIY and building community nationwide. For the annual “Build for Better” event in Year 2, we are working to partner the brand with “Sleep in Heavenly Peace” for their Bunks Across America initiative, where communities across the country will be invited out to help build beds for underprivileged youth nationwide.

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CONSCIOUS FASHION CAMPAIGN

As an agency, we are committed to supporting the Conscious Fashion Campaign, which unites the fashion industry to accelerate the achievement of the Sustainable Development Goals.  This initiative, supported by the United Nations Office for Partnerships, champions fashion as an influential sector to address the world’s most pressing issues, and lead to a future that leaves no one behind. The campaign is dedicated to driving change through advocacy, education and engagement of industry innovators, in efforts to create a sustainable future for all. 

conscious fashion Campaign

AMP3 IMPACT Testimonials

DERMA E

We represent Derma E: a natural, eco-ethical, cruelty-free, vegan skincare brand that was founded in California in 1984. One of the very first natural beauty brands to be brought into the Wholefoods Market, we help to publicize their products, which provide both healthier skin and business ethics that promote a healthier world.

The brand represents the highest ethical standards with products that do not contain parabens, sodium lauryl sulfates, petrolatum, mineral oil, sodium lauryl sulfates, petrolatum, mineral oil, artificial colors, gluten, soy or GMOs.

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On a mission to lessen Derma E’s impact on the environment, improve conservation efforts, and be mindful of what we put in our bodies (but also what eventually ends up in our waters and ecosystems); all packing components are recyclable and they offset 100% of conventional electricity use with wind energy certificates. They also formulate all sunscreens with ingredients identified as coral reef safe. 

To give back, all purchases support the global community, including the Paraguay Project, Vitamin Angels, World Wildlife Fund, Heal the Bay and the Special Olympics of Ventura County. 

To date, we’ve garnered over 1700 press placements, totaling over 45 Billion impressions in 15 months.

LALF

LALF is a vegan, sustainable, organic clothing brand that came to us to assist in their messaging and launch. At the time, LALF, which stands for ‘love animals love fashion’, had an elephant as their logo, but no specific story-telling around the animal itself. We worked with the brand to bring their passion for elephants and all animals to life by securing a partnership with the David Sheldrick Wildlife Trust (DSWT): the most successful rescue and rehabilitation for orphaned elephants (and other animals) in the world. Through this partnership, a portion of all sales of LALF apparel continue to go to DSWT, an initiative we helped to launch on World Elephant Day in August.

Lalf Sustainable Fashion

BRIDGES OF UNDERSTANDING

Bridges of Understanding

BOU is a non-profit organization aimed at bridging the cultural divide between Americans and the Arab world, by providing in-school education initiatives that pair classrooms in the U.S. with their peers in the Middle East through a video-conferencing curriculum.  The goal is to teach youth about their commonalities, shift negative perceptions, and grow towards a more empathetic future among nations. 

AMP3 PR was brought in to handle PR for the charity’s first NYC-based Gala honoring Reem Acra, using our blend of expertise in both the fashion and social responsibility worlds. AMP3 conceptualized a 3-pronged approach that would target earned media coverage in Fashion, New York City Regional, and Educational outlets across print, digital and broadcast.

Ultimately, we continue to support this gala on an annual basis, which later honored Julie Taymor (the first woman to win a TONY for Best Director for the Lion King), and Arianna Huffington (creator of the Huffington Post), which has resulted in over 32.9 Billion media impressions, and coverage in WWD, Teen Vogue, Yahoo, The Observer, METRO, CBS, American Radio Works, WNYC and NPR. 

Due to the rapid success of the organization, as of this year, BOU has merged with a major player in the space: Soliya, an organization that empowers young adults to engage with differences constructively.

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BROOKLYN CANDLE STUDIO

BCS is an eco-friendly candle company that is made locally in Brooklyn.

The small team handcrafts its candles with a blend of soy wax, essential oils, and phthalate-free perfume oils. The dreamy scents are inspired by nature and travel, and their aesthetic is minimalist yet impossibly chic.  They use 100% soy wax derived from American-grown soybeans for an eco-friendly, clean burn and lead-free cotton core wicks primed with vegetable based wax. All candles are preservative and petroleum-free, cruelty-free and 100% vegan. BCS is an eco-conscious company, opting to use recyclable packaging and shipping materials and as little plastic as possible.

AMP3 helped to launch the brand through media coverage and influencer marketing. In just 3 months we engaged over 75 unpaid influencers resulting in 9.3 Million impressions, and 25 major press placements resulting in over 2.5 Billion media impressions.

WRANGLER

AMP3 has worked to promote denim client, Wrangler, in their recent sustainability efforts.  Leading the charge for a more eco-friendly industry, Wrangler announced a new sustainability initiative back in April 2019.  Working with local farmers in five cotton-growing states to create an ethical, traceable, and locally-sourced denim collection, Wrangler launched The Rooted Collection™.  This collection was a limited, premium menswear line made from 100% sustainable cotton, with a jean created specifically for each of the five states: Alabama, Georgia, North Carolina, Tennessee, and Texas. Farm to fabric, each state’s jean was grown, milled, cut and sewn in the U.S. and featured a unique wash, trim, and embellishment. 

Wrangler Sustainable Materials
Wrangler Fashion PR

In addition, each state’s jean traced its cotton source back to a family farm in that specific state. All of these farms offered best practices for soil health, resulting in reduced water and energy inputs and lower greenhouse gas emissions. This initiative was part of Wrangler’s larger commitment to ethically-produced clothing, which includes the goal of 100% sustainable cotton by 2025, as well as additional practices like the Indigood method of foam-dying their fabrics, which eliminates water completely from the dying process: a huge innovation for an industry that is notorious for its water consumption. 

ROSIE’S THEATER KIDS

AMP3 is a proud supporter of RTK: Rosie’s O’Donnell’s nonprofit organization which brings complementary music, theater and dance training to underserved NYC youth at public schools that have fully cut all arts programming.  AMP3 co-founder, Alyson Roy, is a founding member of the Rosie’s Junior Board, an initiative that engages young professionals to contribute and give back to the organization through fundraising, mentorship and special events. The organizations slogan, “Rehearsing for Life,” drives home the fact that these kids are not only learning the arts, but through the arts, they are learning about self-confidence, discipline, and are taking home skills that positively enforce the trajectory of their lives and careers.

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Fossil group

We work with Fossil Group, representing their licensed brands, including Michael Kors, Kate Spade New York, Tory Burch, Diesel, DKNY, Puma, Emporio Armani, BMW and Armani Exchange, for traditional watches, smart watches & fashion jewelry. We are proud to partner with a company that makes sustainability a priority in their day to day business, empowering the strength of over 10,000 global employes to make the world better. Their three-pronged “Make Time for Good” campaign includes “Good for the Planet” (looking at design alternatives and waste reduction), “Good for Communities” (including opportunities for her, local community impact, and the Fossil Foundation for youth empowerment), and “Good for our People” (including development and engagement). Read more about their commitment here.
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GOVERNORS BALL MUSIC FESTIVAL

Gov Ball NYC

Although New York’s hottest music festival has always had a Music PR firm to push out their unsurpassed lineup of talent, this year, AMP3 was the first agency to come on board to publicize the other cultural elements of Gov Ball NYC including their food & beverage program, the newly launched brunch program, their first-ever PRIDE lineup, and most importantly: the Gov Ball recycling initiative. We were tapped to help conceptualize and bring to life their debut sustainability campaign. Using the Gov Ball Bodega as a home base, concert goers were encouraged to collect a full (festival-issued) bag of recyclable cans or bottles from the festival grounds in order to trade in and redeem a reusable Gov Ball branded water bottle. The goal was to create awareness around the littered island, and encourage better recycling practices going forward.

This is the first step in many towards a more sustainable festival experience going forward. Our publicity around this programming led more than 187 Million media impressions, and a potential reach of over 11 Million on instagram through our contracted work with local influencers.

MAKE-A-WISH | NEW YORK FASHION WEEK

Over the past 15 years of working New York Fashion Week, we have helped countless brands to use the platform to tell stories of sustainability and giving back. Most recently, we worked with Make-A-Wish foundation to grant the wishes of two young girls, Ciona (16) and Lexi (14), who both wished to be fashion models in NYC. The two girls were dressed in runway-ready outfits by designer ACID NYC, as part of the Nolcha Shows, and received personal photoshoots from professional fashion photographers, as well as the opportunity to sit front row at various shows throughout the day. This followed-up a previous season, where we worked with Make-A-Wish to help Katherine (13), who has leukemia and wished to be a fashion designer. Leading up to the show, Katherine worked closely with designer Danilo Gabrielli, and ultimately sent two dress collaborations down his runway. 

Make A Wish

Other NYFW highlights have included working with Madeline, a model with Down Syndrome & an advocate for inclusiveness, as well as Karen Crespo, a bacterial meningitis survivor and quadruple amputee who walked the runway for the first time in her new limbs at the Carrie Hammer show. 

“CAMP3” BOOTCAMP

Three years ago, AMP3 PR launched a complimentary PR boot camp, dubbed “CAMP3,” designed to mentor college students studying PR & communications. It is an incubator for the next gen of industry professionals, focused on fostering the most dedicated young talent, with the goal of encouraging best practices to shape and lead the fashion PR industry forward. 

This free intensive includes real world training and guest speakers including a journalist who speaks to the do’s and dont’s of pitching, and a notable influencer who helps to demystify the role of influence in today’s brand marketing landscape. Other activities include pitch creation, an NYFW crash course, social media publicity tactics and data analysis, how to excel at a PR internship, and a Q&A with the agency’s co-founders. 

“Supporting and building each other up is an important part of our company culture,” says Alyson Roy, “There is a cut-throat stigma associated with Fashion PR, so at AMP3, we make educating and inspiring the next generation a priority. Our agency relies on a strong mix of industry veterans and newcomers with the belief that we all have something of value to learn from each other–and now we’re giving back our combined expertise to those who will become the future of our industry.”

Female Founder Collective Alyson Roy

FEMALE FOUNDER COLLECTIVE

Our agency co-founder, Alyson Roy, has officially been inducted into designer Rebecca Minkoff’s “Female Founder Collective,” which celebrates women in business. The collective is a network of companies led by women, supporting women. Their mission is to enable and empower female owned and/or led businesses to positively impact our communities, both socially and economically. The FFC is in partnership with Visa’s “She’s Next” Campaign, which seeks to support the advancement of women-owned small businesses around the world through shared research, experience and technologies.