Samsung UK: Pioneers – championing gender equality

Samsung generated huge reach by creating the campaign ‘Samsung Pioneers’, addressing gender inequality by working with leading women in tech to give guidance and advocacy to other women.

Samsung Pioneers was created to address gender equality in the tech industry, giving the brand a leadership role on an issue critical to its own success. From launching a research initiative that revealed startling stats on gender bias, to harnessing some of the most influential and inspirational women in tech, the platform became a single, unified voice to champion and empower women, bring brands, industry, and non-profits together, and share the advice, guidance and advocacy necessary to bring about the change we all longed to see.

Objectives

Samsung set out to lead by example. In the fast-moving and...

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