Cannes Lions

#Ideliver

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

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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

PR results exceeded all expectations because of the many partners who individually did press on their activities. 10,000 pupils worked with Women Deliver messages, 300,000 Danes were in contact with the campaign through events happening all over the country and all adult Danes have been exposed to the conference activities and messages through print, online and TV-media.

Media outputs. Women Deliver was covered in all major Danish media outlets with over 1300 features. It was covered daily by two national TV channels for the 10 days during the conference. Audience for the TV coverage in the period was as high as 80 percent of the adult Danish population. We reached the entire population through national and regional media. The coverage in print media gave readership of 1,359,000 and the online media reached out to 9,731,259 users, so many have been exposed several times.

Business Outcomes: The Client and the Women Deliver movement agreed that the approach to PR and mobilization produced remarkable results and new standards:

"We have never seen anything like it. (...) I was so touched to see how Denmark mobilized. It became a public matter (...) And it has given echo - from the world's top people to the ones in villages, who makes the change. 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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Brand: #IDELIVER

HANSEN AGENDA, Copenhagen

Brand: #IDELIVER

2017, MINISTRY OF FOREIGN AFFAIRS OF DENMARK

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