Bosch believes in gender equality in housework distribution, which helps and encourages women to become more visible in all areas of society. Brand's home appliance technology reduces time spent on house chores and decreases the gender gap. Therefore, giving women more time and flexibility to pursue lives of their dream and follow their chosen career paths. Bosch has been communicating this issue through integrations in one of the most-watched tv series in Turkey, delivering the brand's message. TV series' main female characters were ordinary housewives constantly taking care of the house chores, while male characters only focused on their careers. During the series of integrations, male characters started participating in house chores and took the load off women's shoulders. The episode aired on International Women's Day needed to have a special and memorable touch that would deliver outstanding results and become a real-life example of gender equality.

International Women's Day is a significant day and opportunity for many brands to deliver their gender equality and women empowerment messages. As Bosch has already been delivering its message of equality, which starts at home and impacts life outside of it, in Turkey's most popular TV series, The Innocents, we knew that we needed to make a powerful and impactful never seen move before. We decided to show real women, the creators of TV series, and give credits to them. The Innocents started its new episode with an entire March 8 special opening credit sequence. We dedicated the entire credit sequence to women of the production team only. We wanted to show that, despite the common misconception about the male-dominated film industry, the major part of the crew is female, and they are genuinely inspiring heroes who deserve to be credited in a world where men still get more credits.

Bosch has been delivering the message of household labor equality in The Innocents TV series for several integrations. They used characters representing a newly married couple sharing the responsibilities inside the household. Weekly new episodes are aired once a week. This year's International Women's Day matched our broadcasting date. We needed to seize this opportunity. While most of the commercial films on Women's Day were almost indistinguishable, we wanted to catch the attention with a different move. In a world where the executive and leadership gap still exists, we pointed out that most of the production company's team and executives are female, making everyone behind the camera a true representative and supporter of Bosch's message of equality and visibility.

Every new episode of The Innocents is highly anticipated among the audience. The dramatic storyline catches the audience's attention and makes this show ranked number one in Turkey. We imagine everyone following this TV series sitting in front of their TV and awaiting the opening credits with the greatest expectation. And we decided to use that momentum and turn it into something significant.

We started March 8th new episode with an opening credit sequence led by a female director of tv-series. We listed more than 80 women's names in the credits and showed their faces. We dedicated all the credits to female workers and creators of the series only, celebrating visibility and equality on International Women's Day. The audience saw the importance and the value of women's labor as the director said: "If women didn't exist in this series, The Innocents wouldn't exist. "

Reached 2.5 Million people

1 Million TL in earned media value