Summary

  • Title: More Powerful Together: Shining a New Light on the HeForShe Movement and Gender Equality in the Shadow of #MeToo
  • Team: The United Nations HeForShe movement (Client); FleishmanHillard New York (Agency)
  • Platform: More Powerful Together
    • Insight: Half the world's power is lost when women are excluded.
    • Activation: Global businesses and iconic landmarks, built and run by men, powered down half their lights on 9/24 to create a live social media event and visual metaphor. There were 25 structures across eight countries, including landmarks such as the Empire State Building in New York, the Burj Khlaifa in Dubai and the CN Tower in Toronto.
  • Results: 570 million impressions; Sizzle Reel Here
    • Earned Media: 424,740,824 with 100% positive/neutral sentiment and including at least one key message
    • Earned Social: 145,700,000
    • Campaign Impact:
      • 41% increase in earned media impressions compared to previous year (2017)
      • Nearly 500% increase in HeForShe site traffic compared to the week before 9/24
      • More than 13 countries mentioned HeForShe in media coverage
      • Minnesota Governor declared 9/24 HeForShe Day
  • Budget: Pro-bono; $0 in OOPs (Unbilled agency fees: $135.6K)

Situation + Challenge