Campaign details

Client: Inspiring The Future
Agency: MullenLowe London


In 2015, our industry was in the grip of #femvertising; gender equality narratives were central to many of the biggest campaigns and initiatives. We pledged to make our agency passion project a vehicle for meaningful change. This is the story of 'Redraw the Balance'; how we found our own space in the Zeitgeist, built a relationship with a partner, Inspiring the Future, who shared our passion and helped us to shape a solution to gender stereotyping in the youngest children.

Planning was central because:

We went beyond the 'problem' that others had defined: We knew that we were playing in a crowded environment but went deeper to find our own story and seek a solution.

We dramatised and didn't advertise: We took the risk of ultimate simplicity by dramatising the strategic insight.