Situation - We can see that Eastern European countries are still deeply embedded in an ecosystem of strict gender-role stereotypes. It is rooted in media, movies, TV shows, politics, social interactions, society and mainly in the homes where kids should feel safe. Home, where they are most vulnerable, they can feel the biggest pressure. Based on the Geena Davis Institute Study, 80% of parents say we should teach girls to be girls.

Brief - To extended global campaign Girls Are Ready to the REEMEA region (EEMEA + Russia) and targeted the region’s cultural tension – girls being told what is off limits because of their gender.

Objective - To attract mothers of girls in age 4-10 and inspire them to be brave to let their daughters achieve anything (campaign claim: Girls Can Achieve Anything). Create campaign relevant for REEMEA markets.

We started with society’s most common prejudices towards girls and women. Do girls only like pink? Can girls drive? Do girls feel shy in front of an audience? Do all girls only want to be princesses? And finally: Are LEGO bricks only for boys?

Our answer to these questions was simple: Girls Can Achieve Anything! It’s okay to like pink, but that shouldn’t stop anyone from doing what they like and want to achieve. These created a tension interesting for journalists and media in the region.

We used simple headlines and simple visuals with a maximum focus on our message and our protagonists – brave young girls.

We worked with their real-life stories with the potential to inspire others, especially mothers and their daughters. With these girls’ stories we got our topic to other national media houses. With celebrities support we extended it, created a movement, and got it everywhere.

Insight - Many parents in Eastern Europe, especially mothers, say: “LEGO is only for boys.” We found other cultural biases people say about girls and brought them to the light.

Target Audience - We targeted mainly mothers and their daughters because they are the ones who are being the biggest victims of social biases and prejudices.

Key message - Our ambition was to gather the most frequent sayings towards girls, find personas whose story is beyond these prejudices and create a simple straightforward communication to bring what girls can or cannot do topic to the society.

Creation and distribution of assets - To support it from the public we cooperated with known influencer-mothers and celebrities who extended our message and became a part of movement. Via PR&Influence and social media, the “Girls Can Achieve Anything” message was spreading across the region.

Implementation – The global campaign Girls Are Ready opened the discussion about girls’ role in society. We extended it to the REEMEA region (EEMEA + Russia) and targeted the region’s cultural tension – girls being told what is off limits because of their gender. The regional campaign inspired mothers of girls (aged 4 to 10) to let their daughters achieve anything (campaign claim: Girls Can Achieve Anything). We localised it for 5 REEMEA countries (CZ, SK, PL, HU, TK).

Timeline – Start on International Women’s Day (March 8), running throughout March and April in 5 countries.

Placement – Online paid media, PR & influence, OOH, social media.

Scale – 5 countries (CZ, SK, PL, HU, TK), online paid media, PR & influence, OOH, social media

Media Outputs - we have received more than 150 articles about the topic across the top tier media with high quality content (including one page reports, TV interviews or outstanding messages from women opinion leaders)

Target Audience Outcomes - We received hundreds of positive reactions from these mothers.Together with the content creators who supported our campaign, we received very personal, emotional reactions. The movement was also supported by celebrities.The message “Girls Can Achieve Anything” spread throughout the Eastern European internet.

Business outcomes - not measured yet within the application period.

Response rate - activation of hundreds influencers, opinion leaders and especially mothers reacting on social media.