El Tiempo: #WomenRewriteWomen

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

Campaign details

Brand: El TiempoBrand owner: El TiempoAgency: MullenLowe SSP3Market: ColombiaIndustries: NewspapersMedia channels: Newspaper, Social mediaBudget: 0k

Executive summary

Despite society's efforts, sexism against women is still a major issue around the world, especially in Latin America. Unfortunately, the press plays its part: we still see news with sexist headlines.

That's why on International Women's Day, El Tiempo, Colombia's most popular newspaper, published an open invitation to all the female journalists around the country to choose a sexist headline and rewrite it from their point...

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