Campaign details
Brand: The Women's FoundationBrand owner: The Women's FoundationLead agency: J. Walter Thompson Hong KongCountry: Hong Kong Industries: Charities & voluntary organisationsMedia channels: Events & experiential, Magazines - consumer, Online video, Social mediaBudget: Up to 500k
Executive summary
Casually sexist phrases like 'Leftover Women', 'Kong Girl' and 'Career Line' are widely used in Hong Kong's everyday vernacular and perpetuated by the media. The Women's Foundation of Hong Kong needed an impactful solution to raise awareness of demeaning gender stereotypes and to effect change.
Using minimal budget to set...