#UnitedByHalf was a national level campaign that lasted over a month. It was a campaign that envisioned a world where women demand, and rightfully receive their equal half– no more, no less. Rejecting the paternalistic attitudes of ‘giving’ women empowerment, the campaign was a proclamation from women demanding equality. The central piece was a video that showed women taking an equal stance. It was surrounded by a 360 digital and activation campaign that highlighted three key issues: girl child education, gender wage gap and the career vs. family trade-off.

The campaign asked audiences to submit stories of their experiences and pledge for half by uploading a #halfie that showed their solidarity with these causes across social media and professional networking sites like LinkedIn.

#UnitedByHalf was a national level campaign that lasted over a month. It was a campaign that envisioned a world where women demand, and rightfully receive their equal half– no more, no less. Rejecting the paternalistic attitudes of ‘giving’ women empowerment, the campaign was a proclamation from women demanding equality. The central piece was a video that showed women taking an equal stance. It was surrounded by a 360 digital and activation campaign that highlighted three key issues: girl child education, gender wage gap and the career vs. family trade-off.

The campaign asked audiences to submit stories of their experiences and pledge for half by uploading a #halfie that showed their solidarity with these causes across social media and professional networking sites like LinkedIn.

The key objective of the campaign was to generate widespread and meaningful conversation around women’s issues in India. The campaign was widely shared across many platforms and succeeded in putting women’s equality in the limelight in India.

o #UnitedByHalf trended #1 nationally on twitter for 7 hours

o The campaign saw more than 4.36 lac people visiting the campaign website and 55,000 taking pledge and committing to women’s equality.

o The exposures garnered across print and digital platforms have generated an AVE of INR 10.3 million with more than 10.62 million views on the video on various platforms.

o More than 2 million engagements on all Facebook posts which shows how motivated people became to share and talk about it.

o A very significant achievement was when the United Nations took notice and extended their support by sharing the video on their social media platforms.