Challenge:
In 1956 approximately 20,000 women marched to the Union Buildings in Pretoria to petition against
the country's pass laws during Apartheid
In 1956 approximately 20,000 women marched to the Union Buildings in Pretoria to petition against
the country's pass laws during Apartheid
National Women's Day draws attention to significant issues African women still face.
It can be used as a day to fight for or protest these ideas.
We unpacked what it means to be a woman and honoured the strength we all posses.
Idea:
For Women's Month, we celebrated the uniqueness in each and every one of us and the individual journeys that we find ourselves on.
Our idea was to challenge stereotypes and spark a national conversation about what it means to be a woman. We then wanted to create a virtual twitter march for all women to stand in solidarity, no matter where they were.
It can be used as a day to fight for or protest these ideas.
We unpacked what it means to be a woman and honoured the strength we all posses.
Idea:
For Women's Month, we celebrated the uniqueness in each and every one of us and the individual journeys that we find ourselves on.
Our idea was to challenge stereotypes and spark a national conversation about what it means to be a woman. We then wanted to create a virtual twitter march for all women to stand in solidarity, no matter where they were.
Execution:
We launched Women’s Month with a film that encouraged South Africa to define what it means to be a woman. On Women’s Day we invited women to join us for a Twitter Rally and we used a bot to send their tweet back to them as a placard. Their tweet was their placard. The hashtag their attendance.
The Results:
Our objective was awareness.
We trended 3 times in August
2118 total mentions. 0 negative mentions
The videos were collectively viewed over 1.5m times
Overall Measure score of 166%
Our objective was awareness.
We trended 3 times in August
2118 total mentions. 0 negative mentions
The videos were collectively viewed over 1.5m times
Overall Measure score of 166%