# Diverse Modern Family Representations River Island's New Ad Deals with the Family Stereotype By Kalin Ned | Published 2019-02-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/family-representation References: [designtaxi](https://designtaxi.com/news/403464/River-Island-Banishes-Stereotypes-With-Series-Of-Modern-Diverse-Family-Ads/) & [instagram](https://www.instagram.com/p/BsgR8hngARQ/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) River Island taps Studio Blvd for a campaign that targets homogeneous family representation. The latest initiative is boosted with the hashtag #ThisIsFamily on social media and it seeks to liberate it from traditional stigmas. The ad sees the modern family — "multi-ethnic [...], same-sex parent [...] and blended families." It is essentially the antithesis of the nuclear family which is "now less than one-third [...] in the UK." River Island's campaign is comprised out of a series of photographs, as well as a 40-second video. The playful initiative will run in-store and accross digital platforms. The celebration of diversification of family representation is really nothing new for River Island. The brand has built a voice that actively advocates for tolerance accross spaces and supports love and an open-mind toward diversity. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 10% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Diverse Family Representation:** Opportunity for brands to embrace and showcase non-traditional family structures in their advertising campaigns. - **Social Media Advocacy:** Opportunity to leverage social media platforms, like River Island's use of the hashtag #ThisIsFamily, to promote and support diverse family representations. - **Digital Marketing Integration:** Opportunity for brands to utilize both in-store and digital platforms to reach a wider audience and promote inclusive messages. ### Who This Affects Most - **Fashion Retail:** Opportunity for fashion retailers to create innovative and inclusive ad campaigns that showcase diverse family representations. - **Advertising and Marketing:** Opportunity for agencies to develop strategic campaigns that advocate for inclusivity and diversity in family representations. - **Social Media Platforms:** Opportunity for social media platforms to support and promote diverse family representations through the use of hashtags and other advocacy initiatives. ## Related on Trend Hunter - [Family-Honoring Festive Campaigns](https://www.trendhunter.com/trends/family-campaign-1.md) - [Family-Centric Footwear Campaigns](https://www.trendhunter.com/trends/joyful-chaos-family.md) - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md) - [Diversity-Focused Furniture Campaigns](https://www.trendhunter.com/trends/making-space1.md) - [Familial Meal Kit Campaigns](https://www.trendhunter.com/trends/hellofresh-hello-dinner.md) - [Expansive Pride Month Initiatives](https://www.trendhunter.com/trends/primark-pride-collection.md) - [Heartfelt Adoption Campaigns](https://www.trendhunter.com/trends/homecentre-thehomecoming.md) - [Artistic Multi-Beverage Ads](https://www.trendhunter.com/trends/cocacola-family.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md)