Women’s Forum Daring Pact
International press and digital campaign for The Daring Pact, an initiative or Women's Forum to finance 1000 woman-led projects on climate. In 2021, Women's Forum, an international organisation that promotes women's voice on global issues ranging from sustainable development and economy to culture, wanted to reposition its image as more inclusive and equal and this initiative was a part of its global brand repositioning campaign.
Role Creative Direction, Art Direction, Copy
Client
Women's Forum
Year
2021
Theme
Brand Repositioning, International Brand Campaign
Team
Creative Director: Gaetan du Peloux
Agency: Marcel (Publicis Groupe)
Client: Women's Forum, 2021
The Creative Concept
Inspired by the Anita Hill ad that appeared in The New York Times in 1991, the international business community would be invited to join the Women's Forum Daring Pact in a press and social media campaign.
Press Campaign
Inspired by the Anita Hill ad that appeared in the New York Times in 1991, in the rounds of two brand campaigns in press and social media the international business community would be invited to join the Women's Forum Daring Pact.
#1
At first, an ad with a call to join the Daring Pact with the names of the companies that have already signed the Pact would be published.
#2
Later, a 'thank you' ad would appear with the list of the companies that have joined the Pact. All the companies' names would be written in the same way and without the logos to stress the Women's Forum inclusive and equal approach, where support from everyone matters, no matter the size or the power of the company.
Inspiration
& References
Inspiration for this campaign is the press ad to support Anita Hill, that appeared in The New York Times in 1991. The ad was taken out by 1,600 black women who signed their names in support or Anita Hill, that accused a former US supreme court nominee for sexual harassment.
In 2018, a different ad in The New York Times appeared, that paid hommage to the Anita Hill initiative, this time with signatures or 1,600 men showing their support for Christine Blasey Ford, a sexual harassment survivor.
Sources:
https://phenomenalwoman.us/pages/1600men-initiative
https://en.wikipedia.org/wiki/Anita_Hill
https://www.instagram.com/godfreydadich
Anita Hill ad,
New York Times, 1991
Inspiration for this campaign is the press ad to support Anita Hill, that appeared in The New York Times in 1991. The ad was taken out by 1,600 black women who signed their names in support or Anita Hill, that accused a former US supreme court nominee for sexual harassment.
OTHER PROJECTS
Voda
Women's Forum
Voda Auction