PROBLEM

1 in 2 men think we’ve done enough to fix gender equality [IPSOS 2022]. Leaving women twice as likely to organise equality initiatives like International Women’s Day (IWD). A day that’s largely seen by men as a “women’s event”. 

Yet engaging men can have the biggest impact on gender equality [UN Women, 2021].

At a time saturated with campaigns talking to women, we needed to cut through and speak with men. 

But we couldn’t use shaming tactics that only caused them to shy away. We needed to lean into their interests while being provocative enough to get them talking.

INTRODUCING: SHOW UP FOR IWD

Inviting men to International Women’s Day in a way they couldn’t ignore. 

Every phase of our campaign was designed to be shared with men and let them know that showing up, leaning in and listening was the most powerful message they could send this IWD. 

1. THE INVI-TATE-ION

Taking on the world’s biggest misogynist, Andrew Tate, and his army of followers to turn his hateful words into an open invitation to ‘Show up’ this IWD. Meaning that in a world where Andrew Tate and his viral videos were impossible to escape, we hijacked his influence on the algorithm to turn his toxic narrative into something more positive.

3. UNSOLICITED INVITES

Replacing the online phenomenon of unsolicited dick pics with Unsolicited Invites. Using tongue-in-cheek language to turn a tactic used by misogynistic men into a weapon for good. 

2. EQUIP MEN INTO ACTION

Supplying men with thought leadership pieces, FAQs and even email templates to get their employers on board with supporting equal attendance at their IWD events.

RESULTS

Men went from standing by to leaning in and showing that equality starts with equal attendance.

21.8 million people reached, globally

59% uplift in male engagement

41.3% male social engagement

$0 media budget

$670k in earned media

11k unique website visits

772% increase in traffic YoY