The “Equality Can’t Wait” campaign draws attention to how far behind we are on gender equality by letting the data and the women protagonists speak for themselves across all fields (sports, economics, work).

An idea that can both be deeply rooted in reality and at the same time an imperative call to action to everyone for change.

In 2023, Italy slipped to 79th place out of 146 countries in the Global Gender Gap Report, especially in terms of the participation and representation of women in politics, which have drastically worsened. The report states that it will still take 131 years to achieve gender equality in the world. In Italy, low levels of female employment, differences in wages and the increase in cases of violence point to a state of generally being “behind”, and the absolute necessity to create awareness of the gender gap because equality is an essential prerequisite for the country’s development.

The brand, with its current positioning “The Power of Connections”, presents itself as an actor pushing for change and continuous improvement, which can only happen if everyone commits, in a highly connected and cohesive way.

The campaign is part of a multitude of activities and operations undertaken around the issue of “women” within the company and externally, as well as a constant commitment to the issues of inclusion, which also led to the “Diversity Brand Award” for the brand’s ability to create a culture of diversity, inclusion and equity.

TIM is particularly aware of the issue of women and the gender gap, and for years now has been implementing a series of activities in various areas – equal rights at work, in training and combatting violence – positioning the brand as a “leader” and model for other companies.

The need was to have a single main concept, a message capable of showcasing the various actions and capitalizing on TIM’s efforts to show it as an active and authoritative actor of socio-cultural change. The campaign encompasses all the brand’s values: trust, courage, integrity, passion and inclusion.

According to the Global Gender Gap Report 2023, to achieve gender equality at a global level we will have to wait until 2154, so 131 years, not taking into account the 169 years for economic equality and 162 years to achieve political equality.

Italy ranks 79th out of 146 countries, after Georgia, Kenya and Uganda. Italy’s score saw it slip 13 places compared to the previous year.

In particular, the participation and representation of women in politics worsened (64th place), as did participation in the country’s economy and equal opportunities, where Italy is in 104th place.

TIM is drawing attention to this need for change, launching the Equality Can’t Wait movement. An integrated campaign involving various activities, on different touchpoints. The dramatic data about gender inequality was communicated on social media and in the press. On TV, an ad with director Giuseppe Tornatore was created. In partnership with DonnexStrada, TIM stores became potential safe spaces for women who are victims of street harassment. Women+, the app to connect women to the world of work, was launched.

Gender equality is certainly the right thing from an ethical and moral point of view, but it is also a fundamental prerequisite for Italy’s growth. TIM wants to empower the future, its purpose is to be the country’s digital heart, which brings progress to all, progress that is not possible without the equal contribution of women. According to the Global Gender Gap Report 2023, Italy is in 79th place out of 146 countries in terms of gender equality; at this rate, it will take decades before equality is achieved. For TIM, equality can’t wait, the future can’t wait. The brand has therefore implemented a series of concrete actions to accelerate gender equality: most significantly Women Plus, the first app to help women in their search for work, created in partnership with Women at Business and with the support of the European Commission.

The campaign was rolled out in two waves in November and December, with massive planning equal to a total media investment of €45 million. It involved influencers, actresses and internationally renowned female athletes. Maxi billboards at points of significant interest in Italy’s biggest cities. And strategic TV placements, like before President Mattarella’s New Year’s Eve speech.

The campaign sparked many debates and involved a broad target. The most interesting data:

- More than 200 million impressions.

- >50% of the population reached (32 million net contacts)

- First place for #LaParitàNonPuòAspettare in trending topics on X (6 January)

- >1,694% of online conversations related to TIM and gender gap issues

In addition, compared to the first half of 2023, the results for reputation showed a >3% improvement in the areas of workplace, conduct (ethics, transparency) and citizenship (positive influence on society, supports just causes, protects the environment).

The goal of the campaign is to keep the level of attention on the topic high and to encourage other companies/institutions to do the same in order to actively contribute to reducing the gender gap because each of us can do our part.

The “Equality Can’t Wait” concept will include all future brand communications on the topic of “women”.

No, carbon emissions weren’t measured.