The word standing for “power” in Turkish is “Güç” and the word has two meanings. The other meaning of the word stands for “difficulty”. So by using this synonym, we wanted to point out the contradiction that's created by the social problems that women have and alternate their perception that being a woman is indeed a “power”

With an unaided interview, we collected Turkish women's idea about being a woman by asking them the same question “Is being a woman is a power” Since the word “güç” standing for “power” in Turkish also means “difficulty” most of them thought the question is about the difficulty of being a woman. By using this social perception about being a woman, on International Women’s Day, we introduced our campaign "Being a Woman is a POWER" to all women in Turkey. Inviting them to join “KadinlarBilir” platform to support low-income women to gain their economic freedom. We supported our campaign with digital media and offline media assets, shifting the perception of women and replace the meaning of the word from “difficulty” to “power”.

• Digital video: 3,5+ View

• Total registration: 250K+

• 1,5K+ Reach s/day in Social Media

• Supported low-income women.

• Changed perception of society about being a woman.