Penguin Random House aimed to reinforce its position as a catalyst for positive societal change, particularly regarding gender discrimination. Recognizing the deeply ingrained patriarchal tradition of children inheriting their father's surname, the campaign strategically leveraged this convention to spark a conversation about women's representation. By releasing limited edition books featuring renowned authors with their mothers' surnames on the covers for International Women's Day, the campaign challenged the norm and encouraged dialogue.

The execution involved teaser videos on social media, revealing the name changes, and promoting the special edition books. Influential authors endorsed the initiative, while the public was urged to change their social media names to their mothers' maiden names, fostering engagement and debate. The campaign gained significant traction across various media platforms, resulting in a remarkable increase in brand engagement, website visits, and media coverage.

The results spoke volumes: a substantial surge in brand engagement on Twitter and YouTube, a notable increase in website traffic, and extensive media coverage. The campaign generated €4.7 million in earned media within three days, reaching a significant portion of the Portuguese population and igniting a 97% increase in media mentions of gender equality. All achieved with a minimal investment in media and production, demonstrating the campaign's remarkable success in initiating a vital conversation about gender representation and societal norms.