Five brilliant campaigns of the week picked by the editor, well, me.
FIFTY FIFTY by IKEA & Edelman UK
Edelman UK has created a “Fifty Fifty” Instagram Stories card game for IKEA to mark International Women’s Day that’s designed to spark discussion among couples and housemates about gender inequality when it comes to chores and unpaid care in the home.
The game is running on Ikea’s Instagram Stories ahead of International Women’s Day on March 8, in 26 different markets.
To support the project, Swedish singer Zara Larsson is starring in a promotional video for the brand, seen below.
What I love about this campaign is the positivity in highlighting gender inequality. It’s also well designed in a sweet, snappy, and approachable platform (Instagram Stories) with quick-fire poll questions, then amplified by using celebrity endorsement.
EMPOWER FLOWERS – Interflora & Rise At Seven
Empower Flowers helps raise awareness that gender inequality is still very much a reality by putting our flowers to work to bring shocking statistics to life.
Made up of white and red roses, our International Women’s Day bouquets are a stark visualisation of just how often women are overlooked and outnumbered. These bouquets definitely aren’t pretty.
Only 1 in 20 CEOs are women
While there have been several high-profile women who have made it right to the top, only 1 in 20 of the CEOs heading up companies in the FTSE 100 are women.
75% of NHS staff are women
75% of the NHS workforce are women, meaning in 2020 and 2021 it’s women who have been key to fighting the coronavirus on the front line in the UK.
Yet while our health service is made up mostly of women, they make up only 45% of salaried doctors in England and less than a quarter of senior doctors, meaning they are underrepresented in professional and senior-level roles.
Women would need to work 36 extra days to earn the same as men in 2020
Only one-third of MPs are women
Only 7.4% of Fortune 500 companies are run by women
Only 6.1% of current world leaders are women
Who runs the world? Girls. However, gender inequality toward women is still a big issue today. What I love about this campaign is that it’s able to bring shocking statistics to life with great visuals which caught the eye right away while also able to keep the identity of the brand. The sentiment is there. The execution is there.
PAIN STORIES by Bodyform & AMV BBDO
Pain Stories is the latest work for Essity’s Bodyform/Libresse by AMV BBDO. It is an extension of the #wombstories journey, with the aim of busting more taboos around women’s physical pains. The Pain Dictionary, a new language for pain, was created out of real descriptions from people with endometriosis.
The campaign is dedicated to articulating the complex language of endometriosis pain through commissioned artworks visualising real stories from women with the condition. It also includes The Pain Report, a deep dive into the gender pain gap around the world, exploring how we talk about pain, and why we often don’t, and the world’s first Pain Museum.
It’s getting the recognition it deserves. What I love about the campaign is the bold approach to bust the taboos about one of the most natural things about women. The execution is absolutely amazing with the combination of the in-depth and inclusive report (with insights gathered from the UK, Nordics, France, Russia, Jordan, Saudi Arabia, Argentina, Mexico, Colombia, China, and Malaysia, to explore the silences and taboos that surround female pain, as well as trans and non-binary experiences), the Pain Museum by Ketchum, and visually striking artworks.
DON’t COOKBOOK by Postmates & Mother L.A
Postmates has just released the Don’t Cookbook that lightheartedly takes a jab at the ongoing COVID-19 pandemic, and the boom in the demand for home delivery.
It’s not a true cookbook. It’s a cookbook that doesn’t require you to cook. It’s a lavishly illustrated, limited-edition resource from delivery service Postmates and agency Mother L.A. that helps people “combat COVID-19 kitchen fatigue“.
This 206-page “recipe” book cleverly lists some of the most popular comfort foods with illustrations by artists Nicholas Scarpinato, JonPaul Douglass and Jason Travis, but rather than step-by-step instructions on how to cook the dish, a QR code is printed at the bottom of the irrelevant and nonsensical instructions. The QR codes will guide readers to where they can find dishes at their local restaurants via Postmates.
ANDI GOES by Havas Lynx Group
Havas Lynx Group has launched a children’s book aimed at raising awareness and detecting early signs of dyslexia, helping to make sure that parents have the support they need whilst teaching from home.
Havas Lynx Group has developed Andi Goes with a dual purpose – a book that for children acts as a fable to encourage them to embrace what makes them different, whilst for parents, the book helps to spot any possible early signs of the condition.
Dyslexia is a very common condition affecting up to 10% of the UK population. That’s 6.3 million people in the UK and 700 million worldwide.
Despite affecting up to 870,000 children in the UK, less than 150,000 are actually diagnosed. Leaving them without the vital support they need, at a key time in their learning development.
The book has been written with close guidance from specialist dyslexia tutors to ensure that parents can get a clearer picture of what they need to look out for. This includes using Fry’s High Frequency words, corrective partial decoding and even designing the book to use different background contrasts to see whether children find one easier to read over the other.
What I love about this campaign is the sentiment and the simple, uplifting message behind it. It tells a story of a boy where in his journey, he encounters other creatures who live in the shadow and have embraced it, showing how life might be different but that it’s our individual differences that make us unique.
