In all 92 years of the Academy Awards, only five women have been nominated for Best Director, and only one has ever won. In 2019, despite a record number of critically-acclaimed female-directed films, no women were nominated for best director...again.

So instead of letting another year go by without women, we hacked the biggest award show in Hollywood. GiveHerABreak created technology that replaced the commercials during the Oscars with female-directed films.

In all 92 years of the Academy Awards, only five women have been nominated for Best Director, and only one has ever won. In 2019, despite a record number of critically-acclaimed female-directed films, no women were nominated for best director...again.

So instead of letting another year go by without women, we hacked the biggest award show in Hollywood. In partnership with a group of nonprofits, we created “GiveHerABreak”, a technology that replaced every single commercial during the Oscars with female-directed films.

Our target audience was big. We wanted to reach every single person watching the Oscars, but the campaign had to start with the group that was frustrated the most—female creatives. So we partnered with organizations like Women in Film and Free The Bid to create a collective of groups with their own followings. This would not only get us reach, but also bring authenticity as these organizations would be sourcing the incredible female directors we’d highlight.

Our communications strategy was simple. We created social content at the awareness level, then created bespoke content for the popular films and directors that were left out, so people could galvanize around certain individuals and films. This got directors, producers and celebrities into the conversation. During the show, we created bespoke content for each trailer so it could get shared in real-time and get more viewers off their broadcast and onto our platform.

GiveHerABreak is an Oscars streaming platform that replaces ads during the show with female-directed films. The technology acts like a channel switcher. It iFrames your cable broadcast, overlaying it with a digital mask, and during the ads, it pulls trailers of female directed films from the internet. When the show comes back— we switch back to the award show.

On the night of the Oscars, GiveHerABreak had 75 people logging on every second.

The platform’s reach went beyond what any of us had planned for, starting a worldwide conversation spanning all the way to the red carpet, where Natalie Portman’s Dior gown, embroidered with all the snubbed female-directors names, shared across social with #GiveHerABreak.

The campaign went viral, giving female directors $1 million in free media and the spotlight that they deserve.

On the night of the Oscars, GiveHerABreak had 75 people logging on per second. We had to buy extra cloud servers twice during the broadcast.

The platform’s reach went beyond what any of us had planned for, starting a worldwide conversation spanning all the way to the red carpet, where Natalie Portman’s Dior gown, embroidered with all the snubbed female-directors names, shared across social with #GiveHerABreak.

In the end, GiveHerABreak went viral, giving female directors $1 million in free media and the spotlight that they deserve.

But the biggest result we could have hoped for—a year later, in 2021, a historic number of female directors were nominated. (FINALLY.)