University project on creating an awareness campaign by IED on the issue of gender disparity, aimed at empowering women in the workplace and beyond.
The Insight
No label can destroy the way we perceive our heroes.
The Project
The "almost" that is still too often associated with women. In the professional world, it’s often believed that a woman who has succeeded in her career is never quite on the same level as a man—she’s missing something, she’s almost made it.
This "almost" can be reframed in a positive light. Women of all backgrounds will redefine "almost," transforming it into a manifesto of empowerment. A label that asserts a strong, unshakable identity, confident in its achievements. An "almost" that signifies a shift in thinking, an innovative approach, and, above all, a journey that is still unfolding.
Competences Showcased
Creative Direction
Copywriting
Graphic Design
Strategy Developement
Social Media Activation
Introduction of a hashtag that will be promoted on Instagram through a challenge. The campaign aims to reclaim the perception of women with the challenge: #iamanalmost. Women and girls from all over the world will post photos with the hashtag written on their bodies, reclaiming ownership of the platform in a manner similar to the #blackouttuesday movement.
Strategic Aspect
This campaign strategically taps into social media activism by leveraging Instagram as a platform for collective empowerment. By encouraging women to participate globally with the #iamanalmost hashtag, the campaign fosters a sense of community, turning "almost" into a symbol of strength and resilience. This viral challenge creates high visibility and engagement, positioning the brand as a supporter of women’s empowerment and social change.
This campaign strategically taps into social media activism by leveraging Instagram as a platform for collective empowerment. By encouraging women to participate globally with the #iamanalmost hashtag, the campaign fosters a sense of community, turning "almost" into a symbol of strength and resilience. This viral challenge creates high visibility and engagement, positioning the brand as a supporter of women’s empowerment and social change.
