The creative solution was based on the insight that we are not born with prejudice, we learn it through our experience of the world.

But what if it wasn’t this way. What if we started to ask “Why?” instead.

We used the voices of children to ask the questions we should all be asking about gender equality. As yet unprejudiced in their view of gender, they can ask serious questions about why the world of adults they are heading towards seems to be so full of gender inequality. The contradiction of using the innocence and naivety of children to ask the difficult questions reminds us that a brighter future is possible and makes the message even more powerful. It was called “Raising Voices”.

A hero 60” video was distributed on owned social channels and YouTube. Shorter videos and static versions tackled specific issues – for example movie casting or roles in airline crew – and were used on Facebook, Instagram, Twitter and LinkedIn. Instagram stories, including poll stickers to allow people to vote on whether the stereotype was right or wrong, created deeper engagement. This approach maximized the use of different platforms and helped drive people to a global content hub, where additional information on the details of the policies that Vodafone has been implementing is also available.

The campaign launched on 6th March across the world to maximize impact for International Women’s Day on the 8th. Starting in New Zealand the campaign began to bring this challenge to the world. Moving with the timezones, other countries came online until 20 markets were simultaneously raising their voices to ask “why?”

The campaign went live in 20 markets covering 4 continents.

There were 196 online and print media news articles.

We achieved 51m reach, with zero paid media.

Social mentions were 98.6% positive comments