We highlighted the lack of women's leadership in the workplace and turned it into a matter of national pride for Australia's top corporations.

Through a film, banners, posters and a microsite, we took proud moments from Australia's history and used them to highlight the current state of women's leadership in Australia. All in order to provoke their participation in Women Lead Australia, Australia’s first and only 1:1 mentoring program for aspiring corporate women leaders.

We created a film, banners, posters and microsite, we took proud moments from Australia's history and used them to highlight the dismal state of women in leadership.

Then, we collaborated with Women & Leadership Australia to execute a first of its kind 1:1 corporate mentoring program for aspiring female executives. The campaign's messaging – Australia Can Do Better – was designed to appeal to the competitive spirit of Australians.

LinkedIn Sponsored Content SCIN Ads were served to 240 target organizations inviting applications in two separate campaigns for Mentors and Mentees. Mentors were shortlisted based on position and prior mentoring experience. They were personally contacted by representatives from HCL & WLA to explain the program structure, which helped build trust and helped senior executives to commit time over a 13 week period.

The impact of the program was calculated through the number of C-Suite engagements that it created (including mentors, mentees and other attendees who were influenced by the program), the mindshare it created and transformation it created for participants.

The film was viewed over 72,000 times on YouTube.

150 applications received in less than 48 hours, at a click through rate of 0.724 (3x of normal CTR of for SCIN Ads 0.25.)

Apart from the 13 C-Suite executives from Australia's top corporations who took part in the program as mentors, the WOMEN LEAD AUSTRALIA program generated 60+ intimate C-suite engagements, creating mindshare on the issue of the lack of women in leadership, and also for HCL - 73% of those engaged have not previously worked with HCL.

The participants have now become advocates of the program.