ProblemWomen’s economic opportunities are held back by gender inequality worldwide. Gender gaps persist in many aspects of home and work life resulting in fewer opportunities for women. Women in Asia regularly identify limited access and opportunities for education, and negative attitudes in the workplace and society as barriers to closing the gap and achieving their full potential.
ApproachLove Frankie partnered with Womenwill -- Google’s global initiative to address gender gaps by economically empowering women -- to engage Asia’s top gender equality influencers in a campaign to drive meaningful conversations online, fostering an open dialogue on the key challenges that remain to achieving gender equality. Kicking-off in a high-profile summit in Tokyo, over 20 gender equality experts were immersed in 3 days of inspiration and learning spurring the creation and distribution of a range of impactful social media content including vlogs and in-depth interviews.
ImpactThe campaign had broad reach, drove strong engagement, and was received positively among key audience groups across Asia. Campaign content reached over 3 million people online with more than 400,000 direct engagements. The analytics from the campaign also provided strong insight into the best online platforms, type of content and tone of message to engage audiences in active conversations around gender parity and to inspire action.
ServicesCampaign strategy development, event planning and execution, influencer engagement, impact evaluation