Behind The Blog: Amy Juicebox

Please introduce yourself and your blog
First name Amy*. Last name Juicebox*. Your friendly neighbourhood lifestyle blogger in the land of Hockey and poutine! (Canada). I own and write over at [now a word or two] on a myriad of topics including: dating/relationships, pop culture and social issues. I’ve been blogging for 4 years, but took a few leaps in the last year.

*First name and last name not really Amy nor Juicebox

What is your favourite thing about blogging?
My favourite thing about blogging is when an idea strikes you, and you can knock a post out in a few minutes and know when you hit publish that you hit it out of the park.

What is your least favourite thing about blogging?
The pressure to write, be consistent and the marketing/promotion of it all.

What have you learnt from blogging? Has it shaped any of your goals for the future?
I’ve learned to go outside my comfort zone which leads to bigger and better opportunities. My goals for the future are a lot bigger than they used to be (which is exhilarating and scary at the same time).

What advice would you give to new bloggers? Is there anything you would do differently if you were to start again?

  1. Write what you are passionate about first and foremost.
  2. Write even when that voice says you can’t or you shouldn’t.

If I had a blog do-over, I would:

  1. Have kept my original blog/following
  2. Established a niche early on (helps with monetization)

Do you have any favourite blogs that you read?
My blog reading is all over the place! The big ones I follow are Awesomely Luvvie and Very Smart Brothas. Smaller ones include personal blogs such as Truly Tafakari and That’s What Gem Said.

Want to see more of Amy’s content?
Blog | Twitter | FacebookPinterest | Tumblr


Why #LikeAGirl Remains A Brilliant Campaign And Message

Over a year and a half has passed since Always released their #LikeAGirl campaign and it remains one of my favourite marketing campaigns. The advert brilliantly demonstrates how it has become normal for society to associate feminine qualities with weakness by showing different generations portraying what they think it means to do an activity ‘like a girl’.

The campaign aligns itself perfectly with their target market of women, managing to tackle an important social issue whilst subtly promoting their brand. By positioning themselves as compassionate and supportive for girls and women, the viewer is prompted to place trust in the brand and the products they have on offer.

It is interesting to see the young boy’s reaction to the interviewer when asked if he thinks he insulted his sister; ‘No, I mean, yeah… insulted girls, but not my sister’. This adds another thinking point to the campaign making the viewer consider who it is they could be damaging or limiting when making a derogatory slur towards women. A professional in work may make a rude comment towards their female colleagues and think nothing of it however would they react differently if they witnessed their mother, sister, wife or friend belittled or patronised because of their gender? The campaign, whilst promoting Always, manages to guide the viewer to think about the issue in a bigger context.

Always have also taken a step in promoting feminism as an approachable movement. The opening sequence sparks interest in the viewer to see what direction the advert will go in and shows them how a comment that at first may appear harmless, or even normal, can actually be damaging to a woman’s confidence and development.

It is rare that you see a company tackle social issues without an overbearing feeling that they are only doing it for the good publicity it may bring. Always seem to have found the perfect balance through their clever positioning and gentle, relatable approach.

White People, Get In Formation

When I first watched Beyoncé’s new video I was impressed with the song and visuals as well as the political and social issues they addressed but it seems not everyone agrees. Ever since Beyoncé released the video for Formation on Saturday and performed at the 50th Super Bowl I have been following some of the commentary on various social media sites and was shocked at some people’s views.

Formation highlights issues America and the wider world are still struggling with whilst Beyoncé celebrates and proudly claims her heritage, culture and looks. Mainstream media often depicts the white women as the ideal for female beauty, an ideal which Beyoncé is defying as she celebrates her features. This will hopefully teach younger black women who are influenced by the media and pop culture to embrace their looks and culture regardless of the ideals society and mainstream media may promote.

“I like my baby heir with baby hair and afros
I like my negro nose with Jackson Five nostrils”


Some viewers have suggested Beyoncé’s video and performance was ‘anti-police’. Take for example, the imagery of Beyoncé, a powerful and respected black woman sat on top of a sinking police car. This imagery on a quick glance could be seen as ‘anti-police’ but when thought about on a deeper and critical level the message is clear. Police brutality and institutionalised racism has been a serious issue in America and this imagery depicts the metaphor that the institution is sinking under their current system and values. America’s policing systems and government will have to think in depth about how they can work towards an equal society in America where all races are treated fairly.

It has also been argued Beyoncé should not have made a social and political statement at the Super Bowl. If the Super Bowl is an unfit place for social and political statements should Chris Martin not be chastised for having a Global Citizen logo on his shirt, a community who “learn about and take action on the world’s biggest challenges”? The simple answer, of course, is no. Pop culture has morphed and shifted over the years into the mainstream and stars now have a strong influence on the conversations the world is having. If a performance can provide entertainment and shed light on important topics, igniting conversations about how communities are struggling this can only be a win-win situation in my eyes.

It is interesting to see how quickly people got defensive when racial issues are brought up, a notion that Macklemore referenced in his recent release White Supremacy II. It is important to note; Black empowerment is not white defamation. Beyoncé is not attacking white people. As a white person, the video and lyrics did not offend me. Instead it triggered me to think about the racism that still exists and prompted me to look into and learn more about the significant examples Beyoncé used to amplify the message behind the song including the reference to The Black Panthers Party.

In my opinion Beyoncé has proven herself once again to be a great role model, not only black people, but for men and women of all races.