Choose To Challenge campaign support women who are making a difference in society.

Credits
Client: DLF Mall of India
Advertising Agency: Quick Brown Fox, New Delhi, India
Campaign: Choose To Challenge
Category: Awareness campaign
Format: TV Commercial
Tag: Women’s Day Ad, Women Empowerment, International Women’s Day, India

Credits
Advertising Agency: X3M Ideas, Lagos, Nigeria
Chief Creative Officer: Steve Babaeko
Creative Director: Michael Miller
Deputy Creative Director: Ifeanyi Dibia
Copywriters: Lynda Nwaizu, Ifeanyi Dibia
Illustrator: Peter Elemi-Ecoma

“It’s how our power empowers others that makes women’s voices so vital.” – Amanda Gorman.

#IWD2021​ #IWD​ #WHM​ #WomensHistoryMonth​ #AmandaGorman​ #inspiringwomen​ #inspiring
 

 
About Vital Voices
Vital Voices Global Partnership is a global movement that invests in women leaders who solve the world’s greatest challenges. We are “venture catalysts,” identifying those with a daring vision for change and partnering with them to make that vision a reality. We scale and accelerate impact through long-term investments to expand skills, connections, capacity, and visibility. Over the last 22 years, we have built a network of 18,000 change-makers across 182 countries who are collectively daring to reimagine a more equitable world for all.

Credits
Category: Charities & appeals
Client: Vital Voices
Agency: GREY
Featuring: Amanda Gorman

The rallying cry can be seen in this week’s Stylist Magazine, alongside some of the stories of the women starring in the campaign. It was first released on This Girl Can’s social channels to commemorate International Women’s Day, and was supported and reshared by the likes of the UN Women’s UK account and Olympian Lizzie Simmonds.

The work is part of a push in 2020 to confront the ways society must change to ensure all women feel like they too can be active, and follows on from a triumphant return to TV and out of home in January.

This Girl Can hit its five-year mark in January 2020. The world has shifted dramatically in the last half a decade, as has the way that women are marketed to. But many of the original emotional, practical, and societal barriers the campaign sought to help women overcome in 2015 persist.

Simultaneously, there are many women – including the women of the campaign – who can bust past their barriers to exercise time and time again and, through the simple act of getting moving, encourage others to do the same.

For the first time, This Girl Can has created something that reflects the women of our campaign without showing them visually. Instead, we have created a rallying cry that draws from and is inspired by the women in our campaign and in our community.

Sharon Jiggins, EVP, FCB Inferno said: “This Girl Can has become known for showing women as they indeed are through our authentic and honest imagery and mantras. In 2020, we wanted to articulate women’s shared experiences in a new way, using our community as the inspiration for a rallying cry for all.

“This piece of prose touches upon unspoken truths and shared experiences that many women have in common, and embrace every ability, experience, and way of moving. We aim to be joyously inclusive while galvanizing the women of England to move through the world as they please, and unapologetically.”

Credits
Sharon Jiggins – Executive Vice President
Emily Whiteaway – Senior Account Director
Becky Glover – Account Manager
Laura Pirkis – Strategy Director
Tom Lindo – Senior Strategist
Nikki Chapman – Director of Production Hanna Davis – Creative Producer
Russ Mallows – Creative Producer Owen Lee – Chief Creative Officer
Al Young – Creative Partner
Sarah Lefkowith – Senior Copywriter Nicole Chen – Senior Art Director Jude Moore – Senior Editor
Richard Bagley – Head of Artwork
Sarni Strachan – Joint Design Lead
Max Fox – Designer
Animation Studio – Schultz Schultz Grafik

About Sport England
Sport England is a public body and invests up to £300 million National Lottery and government money each year in projects and programmes that help people get active and play sport. It wants everyone in England, regardless of age, background, or level of ability, to feel able to engage in sport and physical activity. That’s why a lot of its work is specifically focused on helping people who do no, or very little, physical activity and groups who are typically less active – like women, disabled people and people on lower incomes.
About This Girl Can

Since 2015, Sport England has been working to address the significant gender gap found in sports and exercise, to build women’s confidence around being active, and help them meet the Chief Medical Officers’ guidance. The campaign was based on the insight that 75% of women say they want to do more sporting activities or exercise, but one of the unifying barriers found to be holding them back is a fear of judgement. This Girl Can’s objective is to encourage women to engage in physical activity regardless of shape, size, age or ability.

Isobar, the digital agency from Dentsu Aegis Network that handles the digital solutions for Reebok India, released a thought-provoking campaign – #BruisesCanBeGood on International Women’s Day. Launched with a social experiment, it makes a compelling statement on societal insights.

According to the National Family Health Survey (NHFS-4), every third woman in India, since the age of 15, has faced domestic violence of various forms. Making a strong assessment, #BruisesCanBeGood brings to light the harsh reality and the prevalent mind-set of the society by involving real audience. By highlighting the prevalence, the campaign aims to establish the need for self-defence education from a young age. Featuring a real combat artist as a protagonist, the social experiment further underlines the brand’s overarching communication for women – #FitToFight.

The mission of the campaign is to make self-defence classes a mandatory part of the curricula in schools and colleges. To achieve this, the brand has also written a petition on Change.org urging the Government of India to bring in the necessary reforms. To sign the petition, one can visit www.bruisescanbegood.com.

Watch The social experiment:

Speaking about the campaign, Silvia Tallon, Senior Marketing Director, Reebok India, said, “Our idea behind ‘Bruises Can Be Good’ was to showcase the skewed lens with which our society views bruises and women. The ingrained perceptions of bruises being violence inflicted, shadows the inner strength of the woman and allows us to undermine them. Since combat training is in our brand gene, Reebok honours these bruises as a mark of physical strength and mental toughness that can face any challenge. On International Women’s Day, we salute women who beat the odds and are “fit to fight” physically, mentally and socially.”

Commenting on the campaign, Gopa Kumar, Executive Vice President, Isobar India said, “‘Bruises Can Be Good’ is a powerful thought that focuses on how imperative it has become in today’s times to teach self-defence. For Women’s Day, we wanted to do a campaign that actually leads to a positive change and hence, the petition. The campaign is also in line with Reebok’s ‘Fit To Fight’ proposition and takes it forward beautifully.”

“A crime against a woman is committed every three minutes in India. We felt that just another story on Women’s Day is not what the nation needs; there is a desire to bring about substantial change and show the real picture, and this social experiment sets out to do that by highlighting how prevalent violence against women is. We hope that impactful moment of realisation will reach people from all walks of life; and I really urge people to sign the petition to make self-defence education mandatory for female students and show the world that #BruisesCanBeGood”, states Anish Varghese, National Creative Director, Isobar India.

Campaign Credits:
Brand: Reebok
Campaign: Bruises Can Be Good
Advertising Agency: Isobar India
National Creative Director: Anish Varghese
Group Creative Director: Anadi Sah
Associate Creative Director (Copy): Vibhor Yadav
Associate Creative Director (Art): Amit Singh
Group Head (Copy): Kritica Pareek
Senior Creative Producer & Director: Taj Ali Naqvi
Senior Editor: SK Parwej Alam
Senior Manager, Client Servicing: Nakul Sagar
Social Media: Aakriti Sinha (Associate Director), Juhi Jain (Assistant Manager)
Search & Media: Ashish Kumar (Associate Director), Kshitiz Kumar (Group Head), Manish Rana (Assistant Manager)
Production House: River Bank Films
Producer: Yogesh Singh
Co-Producer: Adil Aziz
Director: Nisrin Aziz

This International Women’s Day Ad is related to:
Self-Defence, Digital, Reebok, Women’s Day Ad, Women’s Day Campaign, International Women’s Day, Advertising Campaign, Isobar, Violence, Fit To Fight, Social Experiment, National Family Health Survey, Stereotype, Best Women’s Day Ad, National Crime Records Bureau, Harassment, Bruises Can Be Good 

With support from Unibet, the campaign will launch with simultaneous live events and tournaments of Queen Rules poker on March 8th in London, Stockholm, Malta and more to be announced. A social experiment film, created in partnership with production company Archer’s Mark, will be released on the same day.

Competitors will be playing with limited edition cards that celebrate powerful women of all different shapes and sizes, drawn by sixteen unbelievably talented female illustrators from womenwhodraw.com, a website that champions female illustrators – especially those of colour, LBTQ+ and other minority groups.

All proceeds from the live events and merchandise, including T-shirts, art prints and playing cards, will be donated to HeForShe, a solidarity campaign for the advancement of women initiated by UN Women. We truly believe that play can be a powerful tool for change, and hope that with enough support for the campaign, we can help fight for a fairer world, one hand at a time.

The Queen Rules project started when a five-year-old girl questioned why King ranks higher than Queen in a deck of cards. This simple, yet powerful, idea is one way of sparking conversation around the unconscious gender bias that surrounds us – because sometimes the bias we don’t see, is as damaging as the bias we do.

Change the game play queen rules

Global Campaign Features New Games Where Queens Rule Supreme.

The agency is challenging people everywhere to change how they think and play with the new rules. For examples of how to play, and which games work with Queen Rules, visit queenrulesproject.com or join the conversation with #QueenRules.

FCB Inferno’s CEO Frazer Gibney says: “It’s one small change, but one that we hope will have a big impact. If we can spark both debate and real behaviour change around unconscious and ingrained forms of gender inequality, then the campaign will have been a success.”

FCB Inferno’s CCO Owen Lee added: “This crushingly simple insight came from a five-year-old girl asking a simple question that we all struggle to answer. We are all guilty of unconscious bias and as a communications business we have a chance to do something about that. Queen Rules is a way of playing any number of card games that will change the way people think. So, the next time a little girl asks ‘Are Kings better than Queens?’, the answer will unequivocally be ‘No, it depends how you want to play the game.”

Nataly Sopacuaperu, Head of Events at Unibet says: “Unibet are proud to be involved in the Queen Rules project. It is a fantastic idea that highlights where in society we have gender bias. As a brand, our ambition is to make all of our Players feel understood, and challenging these kinds of stereotypes is one way to do this.”

Glenda Stone, Partnerships Director for International Women’s Day explains: “Challenging the status quo is an important part of the journey toward gender parity. This is what makes the Queen Rules project an exciting, innovative and powerful campaign for awareness raising. Questioning a familiar circumstance to provide an alternative is clever. Unibet and FCB Inferno are clearly innovating with impact when it comes to forging and making a #PressforProgress.”

Unibet
Unibet (part of the Kindred Group) is a premium all-product brand with a passion for online gambling, offering all types of Sports betting as well as Casino and Games, Poker and Bingo in 20 different languages across more than 100 countries. At Unibet, their ambition is to be the experts in understanding what players really need to make informed bets that enhance their passion for the game. That is why they proudly say they’re ‘By players, for players’.

About International Women’s Day
Marked annually on March 8, International Women’s Day (IWD) is a global day celebrating the social, economic, cultural and political achievements of women. The day is also a call-to-action for accelerating gender parity. IWD has occurred for well over a century, with the first​ ​March 8​ ​IWD gathering supported by over a million people in 1911. IWD belongs to all groups collectively everywhere. IWD is not country, group or organization specific. ​ The IWD 2018 campaign theme is #PressforProgress and calls for greater gender parity. For news, resources and a general global round up of activity, head to www.internationalwomensday.com

Women Who Draw
Women Who Draw is a resource for people to discover talented women, women of color, queer women and non-binary professional artists. You can find them at: http://www.womenwhodraw.com

HeForShe
HeForShe is a solidarity campaign for the advancement of women initiated by UN Women. Its goal is to achieve equality by encouraging men and boys as agents of change to take action against negative inequalities faced by women and girls.

Archer Mark
Archer’s Mark is an award-winning modern studio, renowned for creating timely, bold and innovative work across commercials, feature films and interactive experiences. They have produced campaigns for some of the world’s biggest brands and agencies. The company’s most recent feature film, Notes on Blindness, earned three BAFTA nominations.

Credits:
Agency: FCB Inferno
Chief Creative Officer: Owen Lee
Senior Art Director: Ben Edwards
Senior Copywriter: Guy Hobbs
Senior Art Director: Jack Walker
Senior Copywriter: Ali Dickinson
Senior Project Manager: Bridie Scriven
Senior Designer: Sarni Strachan
Senior Account Manager: Sabrina May
Director of European Communications and PR: CC Clark

Women Who Draw illustrators
Karla Hernandez – Mexico // Sally Reynolds – USA // Paolo Saliby – Brazil // Zixuan Zhou – China // Christine Suggs – USA // Maya Sariahmed – USA // Jenna Stemple – USA // Louise Rosenkrands – Denmark // Nicole Rifkin – Canada // Paola Villanueva – Spain // Linny Malin – Canada // Nikki McClure – USA // Pearl Law – UK // Heather Hardison – USA // Anna Wanda Gogusey – France // Cecile Gariepy – Canada

This Womens Day Ad is related to:
FCB Inferno, illustrator, Unibet, #QueenRules, HeForShe, Gender Equality, Queen Rules, Women’s Day Campaign, Women’s Day Ad, Digital Campaign, Print Campaign, Creative Ads, Gender Bias, Women Who Draw, Archer Mark, International Women’s Day, Gender Stereotypes, This Girl Can, Social Experiment