Balance the Equation was a two month long campaign to celebrate and acknowledge the Women in GE for their contribution and to promote the culture of diversity within the organization with the objective to highlight the initiative for both the internal stakeholders and the external environment. It aimed at creating advocacy for GE’s commitment towards being an equal opportunity employer & ensure high engagement within the workforce that works in large factories, technology centres and corporate offices.

Keeping the above mentioned approach in mind, we developed multiple touch points across our platforms. Some of the key creatives made are mentioned below.

1. The campaign kicked off on Women’s Day 2017

2. A Mannequin Challenge at GE’s Brilliant Factory at Pune to showcase the gender diversity at a modern manufacturing unit

3. A video documentation of the GE leaders showcasing 2 extraordinary women at GE

4. An Instagram first series of Doodles showcasing 3 exceptional women at GE (Vidya, Hema, Akanksha, . The doodles were created in collaboration with Alicia Souza, a renowned doodle artist in India

5. Employee Engagement at different offices of GE