Making micro-aggressions massive, and inspiring the UK to take meaningful action on gender equality.
Activist Agency
REQUIREMENT
UN Women UK wanted a campaign for International Women’s Day that focused on driving the conversation from awareness to action. They wanted to focus this awareness around the prevalence of everyday sexism in the UK and how exactly people can help.
response
So we devised ‘Oi! – Observe & Intervene’ — a powerful campaign designed to challenge and stop sexism in everyday life. Each creative asset highlights a micro-aggression – made massive – that’s challenged by an ‘Oi! Intervention’. All the micro-aggressions featured in the work were overheard by real women on social media, in the street or in the workplace. We used outdoor media, Instagram and LinkedIn to make each asset contextual to where it had been seen or heard.
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