On March 15th we launched our #RedrawtheBalance campaign for the charity Inspiring the Future. The film, shot in a junior school in Kent, highlights how children view career opportunities through a gendered lens from as young as 5. When asked to draw pictures of a firefighter, surgeon and a fighter pilot, 61 pictures were drawn of men and only 5 of women.
Our film was provocative and tapped into the industry conversation about gender equality, fronted by our Chairman and IPA President Tom Knox, as well as a societal zeitgeist – but, with no media budget it was an enormous task which relied entirely on owned and earned media.
However, due to coverage from large mainstream and trade publications such as Upworthy, Huffington Post, Mashable, Campaign, The Drum and engagement from key influencers on social media including He For She, Emma Watson, the MoD, Diversity Role Models and Ellen Stofan (Chief scientist at NASA) the campaign has been incredibly successful.
With no media budget ‘Redraw the Balance’ now has a reach of over 16 million, an incredible feat and a result of people thinking creatively about how to achieve cut-through.
Jamie Elliott, CEO explains “#RedrawTheBalance was launched with no media spend behind it, but has now been seen by 3.5 million people. There is no better example of our mission to get our clients’ brands an Unfair Share of Attention.”