Brief

Gender equality organisation Crossing Boarders wanted to highlight gender inequality in a new thought-provoking way to get attention and to make gender inequality reappear on the political map.

Challenge

In Sweden, the issue of gender inequality wasn’t really hot at the time.

The organisation wanted to communicate during the political venue Almedalsveckan, with fierce PR-competition.

The organisation Crossing Boarders was completely unknown.

Insight

We tend to focus on inequality issues that are distant: In board rooms, other countries, or our neighbours.

Strategy

We wanted to bring the issue much closer to each and everyone. To do that we had to identify a situation that everybody recognizes and where we might interact differently depending on sex. We choose to focus on the conversation. Who do we tend to listen to, whose opinion do we highlight, and why?

Execution

We built Twee-Q, the first gender equality test on Twitter, and tapped into the largest conversation in the world. Spreading the result was a part of the test, which ensured a viral effect of the campaign.

Outcome

We got a media reach of 30m and the campaign spread to more than a hundred countries. After more than 1m indexed tweets we can tell that men get 63% and women 37% of the retweets.

Most importantly, people started to question their own behavior instead of merely judging others´.

Tweet after tweet, we are changing the world.

We went to the largest conversation in the world, Twitter, and built the world’s first gender equality test, Twee-Q.

Step one: Planning and strategy process.

Step two: Screen dumps and UX-design.

Step three: Start building the test. Connecting it to a couple of gigantic name databases.

Step four: Prepare press material - test politicians and celebrities.

Step five: Campaign launch.

Step six: Media contacts

Results

Twee-Q was an instant success and despite fierce competition in Almedalen, trending topic on Twitter two consecutive days (before all Swedish parties and politicians).

Twee-Q was ”the word of the year” in Almedalen, according to Dagens Nyheter, the largest and most influencal morning paper in Sweden.

Politicians, as high up as in the Swedish Government tested themselves and spread the results on Twitter.

The total media reach was more than 30m and Twee-Q was covered in most of the important Swedish newspapers, TV- and radio programs.

The campaign spread from user to user to more than a hundred countries - and continues to spread even today.

Thanks to the campaign, Crossing Boarders got new funds, guaranteeing the organisation to live on for years.

Most importantly, people started to question their own behavior instead of merely judging others´.

Tweet after tweet, we are changing the world.