Cannes Lions

I'm Out Of Office for equal pay.

NOW, London / WOMEN'S EQUALITY PARTY / 2018

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Overview

Description

Our idea was to set in motion a simple email chain-reaction, using an Out Of Office auto response email template. The ask was for people to switch on their Out Of Office for the day, saying that they would not be working for the rest of the year, as a symbol of solidarity to recognise Equal Pay Day and show their support.

No-one had ever used a mundane bit of office software as a media channel before. We took this everyday platform and turned it on its head. With a powerful message that was impossible to ignore when it bounced into an inbox. We created a movement, a way for people to protest from their desks. A brilliantly simple and relevant way for the office workers to take part, without even leaving the office.

Execution

This was an unusual campaign, in that it ran for just one day on 10th November 2017. But the impact was huge. We started an email chain in an Out Of Office auto response email. A standard office tool, used in a completely innovative way, with a message that is anything but ordinary. No-one had ever used a mundane bit of office software as a media channel before. We took this everyday platform and turned it on its head. With a powerful message that was impossible to ignore when it bounced into an inbox. We created a movement, a way for people to protest from their desks. A brilliantly simple way for office workers to take part, without even leaving the office. It started with an email chain of 48 people, but after the major nationals picked it up, the campaign had a total reach of over 1.2bn.

Outcome

With every office worker receiving on average 121 emails a day, every individual who took part spoke directly to over 100 people.

It spiralled on social media, with people taking to Twitter, Instagram, Facebook and LinkedIn with impressions of over 2 million and trending on Twitter by the end of the day.

We saw coverage on the BBC, The Sun, The Guardian, the Evening Standard, Metro and Glamour magazine, reaching a combined readership of over 1.2bn. Being shared thousands of times on social channels.

Involvement from people at EY, Mars, Airbnb, Moneysupermarket, BT, and Aviva amongst hundreds of other high profile organisations.

People now felt comfortable publicly supporting gender equality, driving awareness and affinity towards The Women’s Equality Party who saw a 275% spike in website traffic.

It gave people a way to explain the cause to non believers and raise the issue within their own workplaces.

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NOW, London

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2019, WOMEN'S EQUALITY PARTY

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