Penguin Random House believes that books, the stories they tell and the ideas they convey have the power to reinforce dialogue and social cohesion, to change and enrich us, and are fundamental to create a better future for generations to come.

The brief asked for a campaign that reinforced the brand’s role as a force for positive change in society, specifically around the subject of gender discrimination.

We used a deeply rooted social convention, one that is an overlooked symbol of a historically patriarchal society, as a starting point to create a conversation around the representation of women in society.

Igniting this debate about the conventions that still silently discriminate against women was the aim of this campaign.

By questioning this dated convention to start a conversation, Penguin Random House is working to push gender equality forward, advocating for women visibility and claiming their identity.

Engagement with the brand grew 1964% on Twitter and 1756% on Youtube.

Visits to the Penguin Random House webpage increased 82% in comparison to the pre-campaign daily average.

The campaign was written about in 91 articles, appeared in 61 radio shows and news segments, and was featured 5 times on TV, including Prime Time News in a main channel.

In 3 days, the campaign generated €4.7 million in earned media, reaching 32% or the Portuguese population, with 402 255 impressions on Instagram.

For scale purposes, Portugal is a country with a total population of 10.33 million people.

In only 1 day the subject of Gender Equality achieved 97% more mentions on mass media than in the previous 12 months.

All this with a media investment of €500 and 1 115€ in production.