Adaily Inspiration Week #8: Gender Equality

2. “Gender Swap” - Women In Games

BETC Paris did the Gender Swap campaign using gender-swapped animations of popular video game characters to address the gender gap in the gaming industry.

BETC Paris • 2022 • NGO - equality • Cross-country • Global

Challenge

The challenge of the campaign was to address the underrepresentation of women in the gaming industry and the hypersexualized portrayal of female characters in video games. The goal was to creatively raise awareness about this issue and spark a conversation within the gaming community. Additionally, the campaign had to be innovative and engaging, capturing the attention of gamers worldwide and overcoming language barriers. All of this had to be accomplished with limited resources and budget constraints.

Target Group

The target group of the Gender Swap campaign was the gaming community, specifically gamers who are interested in and invested in issues of gender representation and equality within the gaming industry. The campaign aimed to raise awareness and spark discussion among gamers about the underrepresentation of women and the hypersexualized portrayal of female characters in video games.

Idea

The main idea of the campaign was to address the gender gap in the gaming industry by creatively hacking and modifying mainstream video games. The campaign, titled Gender Swap, aimed to highlight the underrepresentation of women in gaming studios and the hypersexualization of female characters in games. By swapping the animations used for male and female characters in the games, the campaign provided a humorous and thought-provoking experience for gamers while sparking conversations about sexism and double standards in the industry. The campaign aimed to promote diversity in game development and encourage major video game studios to support Women In Games, a not-for-profit organization working to get more women working in the gaming industry.

Results

The Gender Swap campaign by BETC Paris and Women in Games had a significant impact. It sparked conversations about the underrepresentation of women in the gaming industry and the gender stereotypes prevalent in video games. Gamers praised the project and shared their analysis and reactions on platforms like the r/GirlGamers subreddit. The campaign's humorous and playful approach resonated with gamers, highlighting the need for more diverse and inclusive game design. Major video game studios took notice and signed partnerships with Women in Games, committing to support the organization's efforts to address the gender gap. The intervention also received recognition within the advertising industry. It won two Graphite Pencils for digital storytelling and educational gaming at the D&AD Awards and made the shortlist for awards in Gaming and PR categories. Overall, the Gender Swap campaign successfully raised awareness about gender representation in gaming and sparked important discussions on the topic.

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3. “#TheMissingPeace” - UN Women

UN Women Lebanon did The Missing Peace campaign using the removal of 50% of letters from communication to emphasize the absence of women in peace-building dialogues.

LEO BURNETT Beirut • 2021 • NGO - equality • Lebanon • Middle East

Challenge

The challenge of this campaign was to raise awareness on the importance of women's engagement in peace and security deliberations in Lebanon. This was particularly challenging due to the niche nature of the topic and the entrenched gender stereotypes that deem women unfit for key political roles. The campaign aimed to disrupt the perception that women are missing from the dialogue and highlight the need for their inclusion in decision-making processes.

Target Group

The target group of this campaign was the general Lebanese population, with a specific focus on raising awareness among key decision-makers, politicians, and the media. The aim was to engage both men and women in the conversation about the importance of women's inclusion in peace and security deliberations in Lebanon.

Idea

The main idea of this campaign was to raise awareness on the importance of women's engagement in peace and security deliberations in Lebanon. The campaign aimed to disrupt the media landscape and highlight the absence of women in peace-building dialogues by removing 50% of the letters from online, broadcast, and print communication. The goal was to spark conversation and advocate for equal participation of women in decision-making processes for more durable solutions and sustainable outcomes.

Results

The results of the campaign were highly successful. Despite being a niche topic, the campaign trended organically at number one on Twitter in Lebanon for three days. It garnered 14.7 million interactions from more than 61 countries. Over 160 prominent celebrities, influencers, and public figures engaged with the campaign's tweets, including Elissa, Maya Diab, and Nadine Labaki. The Twitter mentions for UN Women Lebanon increased from 90 to 1,000 per week, a 1,036% increase. The conversation around women's rights in Lebanon also increased by 325% during the campaign week, putting women at the forefront of public debate. The campaign generated a total of 693 million impressions, reaching 93.1 million people. There were 650,000 engagements, and it accounted for 68% of UN Women Lebanon's yearly mentions on Twitter. The campaign also earned significant media coverage, with Annahar receiving 500,000 website visits and 80,000 print impressions, and LBC gaining 2.2 million views on a prime-time segment, providing 20 minutes of free airtime. The campaign also received international coverage, including from BBC and Period. Studio. Overall, the campaign successfully raised awareness and sparked conversations about the importance of women's representation in peace-building dialogues in Lebanon.

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4. “Fight Sexism With Sexism” - frauen100, Ursula Karven Media

Ursula Karven's Petition C190 campaign used digital billboards to confront Germany with sexist statements and encourage people to sign the petition.

Thjnk Hamburg • 2022 • NGO - equality • Germany • Europe

Challenge

The challenge of the campaign was to address and combat the prevalent issue of sexism in the workplace in Germany. The campaign aimed to raise awareness about this problem and inspire people to sign a petition that would enforce a law to protect against sexism. The campaign's challenge was to effectively convey the seriousness of the issue and mobilize a significant number of people to join the movement and sign the petition. Additionally, it aimed to overcome any potential resistance or apathy towards the issue and generate public support for the cause.

Target Group

The target group of Petition C190's awareness campaign was the general public in Germany. The campaign aimed to raise awareness about the issue of sexism in the workplace and encourage people from all walks of life to sign the petition in order to support the implementation of a law to protect against sexism. The campaign aimed to make every person feel that they were a relevant member of the target group and that their signature mattered in the fight against sexism.

Idea

The main idea of the campaign was to raise awareness about the issue of sexism in the workplace in Germany and to gather public support for the enforcement of a law to protect against sexism. The campaign aimed to combat sexist comments and harassment by confronting the public with typical sexist statements through digital billboards. These statements were gradually covered with digital signatures as more people signed the petition, symbolizing the progress in eliminating sexism. The campaign aimed to encourage individuals to take action by signing the petition and joining the movement.

Results

The campaign to enforce a law to protect against sexism in the workplace, initiated by German actress and activist Ursula Karven through Petition C190, achieved significant results. The campaign utilized digital billboards that confronted Germany with typical, sexist statements, gradually covering them with digital signatures as more people joined the movement. The goal was to eliminate the serious problem of sexism in the country. The campaign successfully garnered attention and generated awareness, resulting in a total of 91.6 million media impressions. Over 100,000 signatures were collected, showcasing the widespread support for addressing and combating sexism. Notably, the new government included the issue of sexism in its coalition agreement, indicating that the campaign had a significant influence on policy considerations. The results of the campaign highlight the impact of collective action in raising awareness about sexism in the workplace and pushing for legal protections. It demonstrates that every signature and individual support is valuable in addressing such societal issues.

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5. “Victoria 285” - AXA

Axa did a campaign using the innovative idea of visualizing data by showing the aging process of a woman to highlight the need for gender equality.

Leo Burnett Madrid • 2023 • Insurance • Spain • Europe

Challenge

The challenge of this campaign was to raise awareness about gender inequality and the need for societal change. The goal was to make people understand that while progress has been made, there is still a long way to go to achieve gender equality. The campaign aimed to engage the audience emotionally through the visualization of data, showing the aging process of a woman until she reaches 285 years old. This was to demonstrate the time it would take to achieve a fully equal world if progress continues at the current pace. The campaign sought to spark discussion and inspire action towards accelerating gender equality.

Target Group

The target group of this campaign was the general public, with a focus on raising awareness among individuals who may not be familiar with the extent of gender inequality and the need for accelerated change.

Idea

The main idea of this campaign was to raise awareness about gender inequality and the need for societal change. Through the visualization of data, specifically the number of years it would take to achieve gender equality, the campaign aimed to highlight the slow progress that has been made and the urgency to accelerate efforts. The campaign used the concept of a 285-year-old woman to represent the time it would take to achieve full equality, emphasizing the inhumanity of waiting for so long. The goal was to prompt viewers to reflect on the current state of gender inequality and encourage them to take action to support gender equality.

Results

The campaign achieved impressive results within a short span of time. The video garnered over 1.7 million views on YouTube in just one and a half weeks, with 40% of views coming from WhatsApp, indicating its viral effect. On Instagram, 90% of the viewers were non-AXA followers, expanding the campaign's reach to a wider audience. The campaign also received a positive sentiment with an 82% approval rating. Additionally, the campaign generated media coverage and sparked open discussions on various platforms, bringing the issue of gender equality to the forefront.

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