Long before the Barbie movie
SOCIAL, PR
There was Care International’s #March4Women. A big annual event attracting the who’s who of London - and indeed, the world. Bianca Jagger, David Tennant, Annie Lennox, Natalie Dormer, Sandy Toksvig…to name just a few - they’ve all marched for feminism on the streets of London.
In 2021, the physical march wasn’t possible but they still went ahead, all guns blazing. We were tasked with creating a social campaign that invited people to take part in the online event.
That year, the theme was around having more women in leadership. Our idea ‘stop telling half the story’ shows how we’re still excluding women – half the population – from the places where decisions are being made. This is warping the POV - and ultimately, the policies.
Care International’s history made it easy to enlist the support of celebrities. We couldn’t shoot with them for obvious reasons, but their agents supplied us with their photos and we got to work. We also created a ‘half-the-story’ filter that our audience could use on IG to show their support for the campaign. They could also buy merch such as t-shirts and tote bags.
The campaign was a resounding success and a joy to work on.
Voiced by poet Nikita Gil