ONE launched the Poverty is Sexist campaign in March 2015 with the release of a report highlighting the close link between gender inequality and extreme poverty. To date, over one million people have taken action through Poverty is Sexist to make sure girls get the health care, education, and opportunities they deserve. As ONE geared up for another year of campaigning, they turned to us to amplify this powerful message.

The fact is that Poverty is Sexist - it’s an injustice that at nearly every turn, girls and women are hit the hardest and don’t have the same opportunities as boys and men. For example, Niger has the highest rate of child marriage in the world - 3 in 4 girls marry before their 18th birthday (Girls Not Brides). Women living in the least developed countries are almost a third less likely than men to be connected to the internet (ONE connectivity report).

The film was released online across Facebook and YouTube, with partner aggregators such as ‘What We Seee’ rolling it out days after to keep the conversation going. As part of the sell-in with major titles, we created a ‘listicle’ to demonstrate ‘8 ways our world isn’t equal’. Each fact pertained to each country in the film and was matched with a GIF from each scene. This formed the basis for a lot of the coverage and continued the creative concept through the media - positioning gender inequality as a global issue, and one we need to fight together. Being an online campaign, we needed to create an online conversation and get the issue trending across each platform. For that reason, all parties shared outreach efforts to reach as many influencers, aggregators and mainstream titles in the first 48 hours as possible.

Views: 2.6m

Reach (not incl coverage): 12.7m

30 pieces of global coverage from traditional titles (The Independent, Evening Standard), all the way to trade press (The Drum, Campaign) and content aggregators (The Hook, Bored Panda).

Thousands took action by signing the open letter attached to the film, demanding world leaders address the current girls’ education crisis. This letter was hand delivered to leaders in 144 cities on International Women’s Day.

Ten of thousands commented, liked, shared & engaged with the piece with a truer understanding that none of us will be equal, until all of us are equal.