Cannes Lions

Brand: #IDELIVER

HANSEN AGENDA, Copenhagen / MINISTRY OF FOREIGN AFFAIRS OF DENMARK / 2017

Case Film

Overview

Entries

Credits

Overview

Description

The idea was to create a powerful agenda, but also a cause capable of capturing many groups in Denmark that would not traditionally regard themselves as belonging to the women’s cause. At a very early stage, we developed a co-creation process, involving leading organisations, institutions and enterprises from business, culture, societies, unions, education, health and sport in the second half of the agenda process. They were given the opportunity to shape the agenda so that it would be tailor-made for the specific challenges within their fields. When these players, in collaboration with ourselves, had developed strong branch-specific agendas, the idea was to stage a major event within or across the branches, rather than individual organisations each staging their own small events. These ”spearhead” arrangements would mobilise further networks around the agenda, generating awareness and enthusiasm so that further activities would arise in their slipstream.

Execution

We quickly brought some co-creators on board, using personal meetings and email. Next, we created a number of major, spirited arrangements during the planning phase, with participation from the Crown Princess, government ministers and mayors. We launched the campaign on 8 March, International Women’s Day, with the hashtag #Ideliver, at a major event hosted by one of our co-creators. The Danish Crown Princess was extremely engaged, and it was in fact she who created the hashtag during the development of the campaign. The Danish arrangements began from 8 May (Mother’s Day) a week before the conference (16.-19. May) to ensure discussion about it from that point and thus maximize media coverage. Our media contact consisted of developing powerful stories about the overall narrative and pitching to all large media outlets, holding meetings with editors two months beforehand. Subsequently, we supported our co-creators’ own media strategies.

Outcome

Reach: half a million Danes became part of the #idelivermovement. That is one out of every ten Danes. We reached 9 mio through medias (nothing paid)

Engagement: We brought 150 organisations onboard as co-creators, incl the most influential trade and civil society organisations within: business, culture, health, unions, sports, interest and political parties.

Impact: Cocreators brought our brand into their own individual events, conferences, exhibitions, theater plays, TV and radioshows, documentaries, books, football tournaments, educational school materials, 70 Facebook films using the #Ideliver branding. None of the co-creators received any remuneration.

"We have never seen anything like it…I was so touched to see how Denmark mobilized. It became a public matter…People was blown away.” - Katja Iversen, CEO and President of Women Deliver

"I am happy and proud that so many Danish organizations decided to show (...) what equality means to Danish society.” - Kristian Jensen, Minister of Foreign Affairs

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