Inspiration: River Island's #ThisIsFamily campaign

High street giant River Island is challenging the perceptions of the traditional family unit with an inspiring new campaign unveiled this week.

What is it?

#ThisIsFamily, which was created for the retailer by Studio Blvd, will run in-store, online and across social media channels. It aims to raise awareness of the growth of blended families, non-biological families, multi-ethnic families, same-sex parent families and single-person families.

While the traditional nuclear family only represents less than a third of all families in the UK at present, more diverse family units are often under-represented in campaigns and River Island wants to set the record straight.

Why do we love it?

This latest campaign follows on from last year's #LabelsAreForClothes campaign, which celebrated diversity in the brand's 30th anniversary year.

With campaigns such as these the business is demonstrating that it understands the issues that are important to its millennial customer base. It presents an image of the UK as tolerant, diverse and inclusive, which, in the post-referendum era when there has perhaps been cause to doubt that, is a very welcome message.