Five brilliant campaigns of the week picked by the editor, well, me.
AR BODY TRACKING – Snapchat, NHS & Manning Gottlieb OMD, PrettyGreen
Snapchat has teamed up with NHS to increase awareness around organ donation via an augmented reality (AR) lens on World Kidney Day.
The body-tracking AR lens, created in partnership with OmniGov at Manning Gottlieb OMD, enables Snapchatters to locate and educate themselves on key organs within the body, while encouraging them to discuss organ donation with their loved ones.
The AR lens, the first of its kind, is aimed particularly at audiences aged 16 to 20 and features infographics to engage these users. The largest Snapchat age demographic, making up 37 percent of Snapchat users, is 18- to 24-year-olds, therefore, Snapchat seems a good choice of platform to make young people more aware of organ donation.
There are infographics about each organ, featuring interesting information like ‘the surface area of your lungs could cover an entire tennis court’ and ‘your small intestine is longer than you are tall’.
TUNNEL OF LIGHT by Hyundai & Hope&Glory
Hyundai has launched the world’s first ever ‘Tunnel of Light’, a unique structure designed to recreate the brightness of the sun and act as a beacon of optimism for those most affected by the pandemic.
The car manufacturer has gifted the Hyundai Tunnel of Light to Guy’s Hospital in London, where NHS staff and patients can witness the immersive light installation between March 8 and April 4.
Measuring nine metres in length, the 25 square metre structure was created by light artists Squidsoup and is stacked with 160 lightboxes that emulate the sun’s rays. It features a vast array of collimated light sources that produce the illusion and perspective of a new sun.
UNMUTE by Unilever & Weber Shandwick
In a new campaign timed to International Women’s Day, Unilever offers businesses and organisations open access to its policy and how it supports colleagues who have experienced abuse, hoping that it will help employers that might not have anything in place.
As the world continues to fight Covid-19, a shadow pandemic is on the rise. According to the United Nations, cases of domestic violence during lockdown have increased by 20%.
One-third of our adult lives is spent at work,” says Aline Santos, EVP, Marketing and Chief Diversity & Inclusion Officer. “This puts employers like Unilever in a unique position to create a workplace culture where people know they can access support safely and securely.
“We have pledged to proactively create a safe and inclusive workplace,” she adds. “One where employees can seek help without stigma and where staff have access to basic training to know how to respond appropriately if they feel a colleague is potentially at risk.
CAREER-LIMITING MOVE by Global Women NZ & Saatchi & Saatchi NZ
What’s the most career-limiting thing you can do? It turns out that if you’re a woman, it’s having a baby. There’s a clear and obvious cost to women and their careers that goes hand in hand with their ability to have children. It’s often referred to as the ‘motherhood penalty’ and it limits a woman’s potential earnings by 12.5% – for her entire career.
Global Women’s celebration of International Women’s Day 2021: Choose to Challenge is the #DroptheMotherhoodPenalty campaign, which demystifies the Motherhood Penalty, spotlighting its impacts on working women and holding space for conversations about this multifaceted issue.
As per Global Women NZ, the Motherhood Penalty can be described as the systematic disadvantages that women encounter in their careers once becoming a mother. It encompasses everything from earning an average of 12.5% less across a working lifetime despite working comparable hours to male and non-parent counterparts in their working lifetimes, through to being passed up for promotions and opportunities for advancement simply for being a mother as found by Motu Economic and Public Policy Research fellow and co-author, Dr Isabelle Sin.
SAFE SPACES NOW – UN Women UK & Missing Link Films
Missing Link Films has created this film for UN Women UK asking for ‘Safe Spaces Now’, which is part of the release of data released this week by UN Women UK showing the reality of ongoing sexual harassment and violence that women and girls are facing in public spaces throughout the UK.
The data showed that 71% of women of all ages reported experiencing some form of sexual harassment in public spaces, Only 3% of 18-24-year-olds did not recall experiencing sexual harassment and over 90% of respondents didn’t report incidents to an official organisation.
UN Women UK is asking individuals to sign its open letter to leaders, and be part of designing the solutions by visiting unwomenuk.org/safe-spaces-now.
Over 70% of women in the UK say they have experienced sexual harassment in public
Only 3% of women aged 18-24 told us they had not experienced any of the behaviours we asked about
This is a global issue – almost 9 in 10 women in some cities around the world feel unsafe in public spaces
Every 10 Minutes somewhere in the world an adolescent girl dies as a result of violence.
Only 4% of women said that they reported the incidents of harassment to an official organisation – with 45% of women saying they didn’t believe reporting would help change anything.
Read the full data in the report by the APPG for UN Women, or find out more about the APPG over on our APPG page here.
