When a man left a snarky but amusing comment on Bodyform’s Facebook page that went viral, the brand and its agencies immediately saw an opportunity that rarely presented itself to feminine hygiene brands. So they wrote, filmed and seeded ‘Bodyform Responds: The Truth’ in less than six days.
In today’s day and age, it’s almost unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination towards women is still rampant worldwide. They needed to lay this bare to audiences in both developed and developing societies, to reignite a conversation everyone thought was finished. Using Google’s autocomplete function, fed by over 6 billion searches daily, they held up a mirror to the world and exposed the hidden truth on gender bias. The shocking search results became the faces of the campaign, triggering a global PR storm and driving people to join the discussion on social media through a campaign hashtag.
This Girl Can celebrates the women who are doing their thing no matter how they do it, how they look or even how sweaty they get. They’re here to inspire us to wiggle, jiggle, move and prove that judgement is a barrier that can be overcome.
Ariel needed to reach out to men and women in ways that created impact and got them to talk about the brand’s message. They created the world’s first gender neutral wash care label. This label was embraced by leading clothing brands, manufacturers, retailers and designers. Influential people across India came out in support of the label and the message of equality behind it.
Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting gender inequality. As International Women’s Day was approaching, they came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way consumers could become conscious in a very concrete, tangible way of the injustice in how much men and women are paid for the same work.