Penguin Random House: Name changer

Penguin Random House, a publishing house, released limited edition books featuring renowned authors with their mother's surnames on the covers for International Women's Day to ignite discourse on gender inequality in Portugal, address the media's silence on the issue, and engage the population by motivating them to support Penguin's advocacy for gender equality.

Campaign details

Title: Name changerBrand: Penguin Random HouseProduct: Name changer – special edition for International Women's DayIdea: Bar OgilvyCountry: Portugal

Duration of Campaign

Location/Region

Gender

Target audience

Socio-economic Level

Budget

3 months or less

PORTUGAL

Non-specific

Adults (26-55)

Middle

The overall campaign budget was €1 615. The media investment was €500, used to sponsor the video on Facebook during 1 day. €1 115 was the production costs of the 178 kits sent to opinion makers, business leaders and influencers. None of them were paid to create content.

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