The International year of the woman 2018 also celebrated 100 years of women having the vote in the UK at a time when women have started to using their voices to claim their power. The excited reaction of a little girl watching the reveal of the new Doctor Who on youtube, and joyfully screaming 'It's a girl' inspired the campaign to show other women and young girls that whilst the glass ceiling is not yet broken with lots of cracks it can and should be.

2018 was the International Year of the Woman, also the launch of the first female Doctor Who in its 50 year history. The glass ceiling has been used to describe artificial barriers that stop women and minorities from getting to positions of power we wanted to show it was cracking if not broken.