Last week we had a lecture with two guest speakers from Weber Shandwick, one of the world’s leading global public relations firms. I really like how Weber Shandwick is interacting with an organization and its public – always trying to engage with their creative strategy and digital media.
The lecture was on International PR and they shared experience from the PR Cannes Lions Competition this year, talked about how important is to look for Insights in everything and gave different examples of campaigns. We watched many campaigns with different messages and appeals to the public. I have picked one of them and in this post I am going to write about The Autocomplete Truth case study – “Women campaign” by UN.
It is an ad campaign that uses only Google searches, which are based on what women should and shouldn’t do. The results are shocking and it is shown that despite the today’s modern age the discrimination of women in different aspects still exists worldwide. UN is making a case study for women’s rights and this became a global phenomenon with viral success. Through the campaign #womenshould, the globe is transformed in one big UN forum for the people, trying to engage everyone all around the world. The conversation was expanded through online film and key international PR events (2013 Global PR Summit). It also won The Most Shared Ad of 2013 (Adweek, Social Good Campaign of 2013 (Ad Council). The campaign reached 1.2 Billion Global Impressions with over 224 Million Twitter Impressions. It drove men and women to debate the topic on social media, TV talk shows, radio stations, blogs, PR summits and in classrooms worldwide.
It is shown how with a creative way and a few simple facts, this integrated campaign made people think about the state of gender equality, that it exists today. There is a strong appeal to the whole world with enormous impact on people and provoking them to rethink about this issue.
Join the conversation on Twitter using the #womenshould !
Watch “The Autocomplete Truth”, a new video by Memac Ogilvy & Mather :