¡ÚNETE!
Todos los campos son obligatorios… you know…
VOICES IN EQUALITY
WOMEN FOR EQUALITY & AHIJE
INITIAL CHALLENGE
The feminist associations Women for Equality and Men for Gender Equality (AHIJE) asked us to launch an awareness-raising campaign on gender equality. But how to make enough noise to be relevant in a conversation that has been going on for years?
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STRATEGIC REFRAMING
We decided to focus on something that is so embedded in our daily lives that until now it had gone unnoticed: the “gender identity” constructed around today’s most widespread virtual assistants.
THE IDEA
We created #VoicesInEquality, a campaign focused on generating conversation about how virtual assistants reflect gender stereotypes: we command, they obey. And the vast majority… have a voice and a woman’s name. With a few posters and social media content, the debate was more than served.
RESULTS
1 MM PR Value. 90 MM Impressions.
