Diversity and inclusion

Challenge

1st for Women (FFW) is a challenger insurance brand specifically designed for women. Our aim was to position FFW as a leader in the fight against abuse of women during the global 16 Days of Activism against Gender-Based Violence campaign.

In a country where gender-based violence is widespread, desensitised and almost normalised, our challenge was to mobilise a nation to notice, rethink and pledge to fight against it.

Solution

For 16 nights we projected personal tributes, written in light, onto some of the darkest places in South Africa – the actual locations of femicides, turning #16DaysOfActivism into #16DaysOfLight.

Each day, we released a new film that gave numbers a face, a place, a real human story – brought to life, one by one, in a harrowingly poetic way that was impossible to ignore. Viewers were directed to for-women.co.za where they could pledge their support against gender-based violence, or ask for help if they needed it.

Challenge

In a world obsessed with less, NUT-rition believes there’s power in more. But as a new-to-market nut mix brand, it needed to find a unique way to break through and introduce itself to the world. 

As it’s a brand that believes in helping women demand more in snacks and in life, we looked at one of the biggest areas where they are forced to settle for less – their pay packet. Nearly six in ten women in the United States identified equal pay as one of the most important issues facing women in the workplace. 

The challenge was to find a genuine and credible role for a nut brand in the gender inequality conversation. The answer: showing the disparity in the pay gap with an actual product. It created a smaller bag for Him and 20% bigger bag for Her, and sold them for the same price, so men could see how it feels to get less. Then, to give women real, tangible resources, it partnered with Equal Rights Advocates (ERA), a national civil rights organisation dedicated to protecting and expanding economic and educational access and opportunities for women and girls. 

Solution

Ahead of National Equal Pay Day, we documented the reactions of men who believed they were treated unfairly. On Equal Pay Day, we launched a programme, showing the world what it did, announcing the partnership with ERA and driving conversation about the issue. We enlisted the help of celebrity and known advocate, Laura Dern, as the Executive Producer who also pushed out content and did media interviews. Turns out, everyone wasn’t on board: only 61% of men believe in the wage gap.

We doubled down, pledging an additional donation for every comment against the campaign – turning trolls into a tool for good. To further the impact, NUT-rition partnered with Walmart to release The Equal Pay Pack, with proceeds funding an ERA legal helpline for those experiencing pay discrepancy.

Jackie Robinson was not only an extraordinary baseball player, he was also a trailblazer. He broke the colour barrier in 1947, being the first African American to play in Major League Baseball. Honouring Jackie when the US is more divided than ever was Budweiser’s way of reminding people and reinforcing the importance of diversity and inclusion in sports.  

On the 100th anniversary of his birth, special editions of the Budweiser bottle, promotional baseball and posters were created. The products integrated several unique design elements to represent the importance of diversity. We also created a film, directed by Spike Lee, which showed Jackie’s struggle, drawing parallels between the struggle for liberation in the late 40s and the present day