The Body Shop is tying its first Christmas TV campaign to a branded entertainment social series to shine a light on the issue of female homelessness in the UK.

The ‘Unseen Kingdoms’ campaign, which kicks off simultaneously on Channel 4 and E4 tonight (20 November) at 8:10pm, will tell the stories of young women through spoken-word poetry from Rasheeda Page-Muir across Channel 4’s linear, digital, and social channels.

“We’re really proud of this unique partnership with The Body Shop that not only brings a meaningful series to Channel 4’s highly engaged youth audience across our social channels but takes that story and places it at the heart of the brand’s powerful TV ad campaign this Christmas,” said Sophie Lloyd, Branded Entertainment and Creative Leader at Channel 4.

The 60-second TV ad campaign is an edit created from the two-part ‘Unseen Kingdoms’ social series which will launch on Channel 4’s YouTube, Facebook, and Instagram accounts from 27 November. This ad, as well as the social series, will highlight The Body Shop’s Christmas charity partnership with End Youth Homelessness.

“It has been a tough and turbulent year for many, especially for those without the safety and comfort of a home,” said Linda Campbell, UK and ROI Managing Director at The Body Shop. “The Body Shop is proud to be working with End Youth Homelessness this Christmas and help raise vital funds to support vulnerable young women find a safe and secure place to call home. Many women who experience or are at risk of being homeless can often find themselves hidden and their voices unheard, so its been wonderful working with Channel 4 whose vision and platform has helped bring these tough stories to the fore in a powerful, thought-provoking and uplifting way.”