For International Women’s Day 2016, we illuminated the impact that words can have on girls, either to inspire them to great heights, or bring them down and impede their success. This social experiment and public installation shed light on the state of gender equality in Canada and beyond by giving people a common goal to achieve – to use their words to #LiftHerUp.
The installation ran only on International Women’s Day, alongside real-time social media communication from our brand and a landing page within PlanCanada.ca to highlight the impact and convert participants into donors or volunteers. In that single day it generated over 30,000 social media posts, over 100,000 in the full week it ran.
Before the big day we launched the campaign and created interest with a half-page ad in the Globe & Mail and a stirring YouTube pre-roll and sharable video.