BREAK THE STEREOTYPE
PPS International Women's Month Campaign.
In August 2018, PPS, a financial services company that caters exclusively to the graduate professional, set out to challenge age old bias surrounding working women.
There is a grave contradiction when looking at statistics surrounding the workforce in South Africa. Despite the fact that there are more women graduating from university than men, in 2014 only one out of the Top 40 JSE-listed companies had a
female CEO. Sadly, not much has changed in the past four years, with women only accounting for 32% of managerial positions. Truth is, even when women are able to overcome prejudice and land themselves a job they deserve, their worth is always questioned.
Imagine if the words used to devalue these women actually reflected their value, potential and power. We created a campaign that would forever change the meaning of misogynistic phrases that question a woman’s worth - flipping them on their head to rather reflect their value. By contrasting these disempowering phrases with strong women and their professional titles we put the power back in the hands of our nations’ women.
THE CAMPAIGN EXCEEDED EXPECTATIONS ACROSS EVERY METRIC. Here are just a few...
44 MILLION estimated media impressions (89% organic)
1067% average Twitter engagement rate increase, seeing our Twitter
following more than double
212K people across the world joined the conversation
CREDITS
Agency: Promise Group
Client: PPS Professional Provident Society
Strategy: Robert Jameson
Creative director: Antoinette Raman. Robert Selmer-Olsen
Art director: Kevin Radebe
Copywriter: Tyler Lambert
Client service: David Sutherland
Producer: Sheri Gaspar
Photographer: Jonathan Wood
and more...
