In Russia Levi's has a strong position on the market in the mid-range segment and is perceived as an eco-conscious brand, but at the same time it has low connection with its’ second crucial asset — helping women. So brands' goal was to increase the image indicators of a socially responsible company that takes a stand towards women empowerment.

Women in Russia are perceived as deficient, which limits their potential and affects psychological health. Our aim was to change the destructive norm of women’s perception of themselves using Levi’s international brand platform ‘I shape my world’. The brief was to find a real solution/instrument not only to raise awareness, but to change the situation.

We launched the first-ever anti-gender bias apparel line #ontheinside. Because it's not always easy to speak out — we printed statements of silent protest on the inside of T-shirts.

Every woman carries with her dozens of labels, both on the outside and the inside, pinned onto her by culture, society, and upbringing. Not a single one of these labels reflects reality. Still, even today, we bear them silently. And if silence is a sign of consent, then Levi’s suggests to speak up.

We kicked off the project with local influencers in Moscow and it spread around the country. #OnTheInside then became a social media campaign where women turned T-shirts inside out to share their personal stories of overcoming gender prejudice.

4,6 mln impressions on social media

more that 2000 girl's stories in social media

400 t-shirts given to active participants of the movement and 400 more printed on request

an 18% increase in desire to buy Levi’s clothes compared to previous quarter

a 14% increase in brands’ perception on being responsible for future generations

19 points increase in “brand that inspires me”

72+mln impressions in PR

500k$ worth of earned media