United Nations
During my 10-weeks at Sid Lee Land: Out of Office Coaching Program, we were asked to find a way to accelerate gender equity and create new opportunities for women at all leadership levels.
The insight we discovered was that there’s a disparity of perceptions between men and women when it comes to ending gender inequality. So we wanted to get it straight with two campaigns.
She’s Got This reminds men how to properly support women, while Erase Your Gaze asks men to reset the way they see women.
Social Experiment — Father’s Day Initiative
To surprise fathers and uplift their daughters, we’ll secretly set up a company Zoom meeting between fathers and their daughters on Father’s Day. As potential leaders of the corporate world, daughters will be able to express their aspirations and strengths to their fathers.
TikTok — High Five
We’ll challenge boys and men to high five the girls and women in their lives to show that they’re rooting for them.
Users can get creative and high five to the beat of Beyonce’s Formation where she repeatedly sings “I Slay” (1:10 - 1:25).
Instagram — @ShesGotThis
LinkedIn — #ShesGotThis Kudos Award
Microsite
Supporting women the right way isn’t enough to end gender inequality, once and for all.
Seeing women the right way is just as important, and our second campaign focuses on getting rid of the male gaze. Why? Because the male gaze isn’t used to seeing women as leaders — who they’re meant to be.
Video
AR App / Add-on
As a social extension of our film, we’ll create a camera filter that will trace a woman’s “tomorrow” with AR outlines. Users can share their photos and videos on social media with the hashtag #EraseYourGaze.
Social Experiment — The Eye Check
We will partner with an eye wear store to create a social experiment set up as an eye exam, where a store assistant will project the growth of a girl into a woman with outlines around her. The outlines illustrate a profession (doctor, lawyer, scientist, artist) yet transform to trace her physical features only once she grows up.
The only prescription these men will receive is a sharpened and liberated way of seeing women.
Social
Microsite
Agency: Sid Lee
Art Director: Demi Lan
Strategist: Noémie Vallières
Producer/Project Manager: Jérica Bacon