Mars is fighting for a world where society is inclusive. Driven by their Purpose, ‘the world we want tomorrow starts with how we do business today’, Mars launched a gender-focused platform named “Full Potential” in 2020. This action-led program is designed to support women across their workforce, their supply chain as well as their consumers.
To amplify the impact of the program in 2021, we launched the #HereToBeHeard campaign. Our insight was that too often in business, gender focused programs are designed with a small group of women in mind: usually privileged, often white, and almost always straight women. Which is why we decided with Mars that instead of presuming what needs to change for all women to be able to reach their full potential, we would ask women at all intersections of society, and listen to what they have to say.
This audio-led, social, digital & Spotify campaign launched across the US, UK & Mexico reaching over 329.8M people, achieving 84.9% positive sentiment and contributing to a significant increase in corporate reputation across the three key markets. We worked hard to ensure we heard from a truly intersectional and representative group of women through a highly targeted media plan.