Gender gap is a universal issue. The challenges continue to be more acute for women in Asia Pacific - the 2018 Gender Gap report by WEF ranks Indonesia as 85th, India 108th, Japan 110th, and Korea 115th, of 149 countries.

Gender inequality varies by country, but rigid cultural norms (women as the main bearer of unpaid work at home, or restricted responsibility at work), are often the major factor holding women back from equal opportunity. Societal norms that are embedded in people’s everyday lives make it difficult for everyone to see the real problem and missed opportunity - which leads to fewer discussions.

The Women Will "Data Explorer" campaign surfaced the contradictions between how we think we live and how we really do. By using data in an interactive tool and storytelling, we provided a thought-provoking trigger for the conversation to be had and hopefully for change to happen.

Understanding the data behind the gender gap is the first step in helping men and women solve the problem. We harnessed data from our original research on men’s and women’s perception on work, life and technology, and put it together in a beautifully intuitive "Data Explorer": instead of dry numbers, we can see our lives played out - by gender, by country, by activity. This is offered in a localized way that depicts 9 Asia Pacific countries and is available in 6 languages, always in relation to neighboring countries, in order to truly create an Asian perspective.

To introduce the "Data Explorer," we developed "The Divide," a customized editorial that offers thought-provoking one-liners that challenge everything you thought you knew and make you want to dig deeper into the data tool. This is a precious tool to engage and advocate, as all data is easy to customize, share and share.

The data for "Data Explorer" is from the quantitative survey we conducted in nine Asia Pacific countries - Australia, India, Indonesia, Japan, Korea, Malaysia, Philippines, Thailand and Vietnam, from March to May 2017. Using both online and offline methods, the research focused on men’s and women’s perceptions of the gender gap, and values and behavior related to family responsibilities, work-life balance, careers, community, digital literacy, and internet usage.

The data was showcased in an interactive "Data Explorer": instead of dry numbers, we can see our lives played out - by gender, by country, by activity. An intuitive and user-friendly data dashboard enables users to explore, customize and share all the data from the tool in 6 different languages, and always in relation to neighboring countries, in order to truly create an Asian perspective.

The tool launched with "The Divide," a customized editorial that offers a unique journey between perception and reality of men and women’s lives across Asia. Thought-provoking and utterly simple, filled with one-liners that challenge everything you thought you knew.

November 2018 - Launched the Women Will "Data Explorer" using the original research data focusing on men’s and women’s perceptions of the gender gap, values and behaviors related to family responsibilities, work-life balance, careers, community, digital literacy, and internet usage in the region. The total is localized for 9 Asia Pacific countries and available in 6 languages.

December 2018 - Digital media campaign to promote the "Data Explorer" with "The Divide," an interactive editorial highlighting key insights of the survey. Those insights also ran on Facebook and Instagram for the Japan market, reaching 5M men on Instagram alone.

March 2019 - For International Women’s Month, and in collaboration with Seattle-based YouTube channel CUT, we released the video "Stuff We Never Talk About". The video plays out data points in real life, by having father & son talks on manhood and gender equality. The video reached 500k views organically.

"The Divide" Digital Media Campaign

December 3rd - 31st, 2018

Japan

YouTube, Facebook, Twitter, Google Display Network

Impressions: 200 Million

Traffic to "Data Explorer" : 61,500

"Stuff We Never Talk About" Digital Media Campaign

March 18th - 31st, 2019

Japan

Instagram

Impressions: 22.3 Million

Traffic to "Data Explorer": 29,000

Brand Awareness: 1.5pts lift

"Stuff We Never Talk About" Video

YouTube

489,000 views

- “I've got tears in my eyes. I expected this to be full of Americans telling a narrative I've already seen all over the internet. But instead I got my Aussie blokes questioning how they can help to make a difference when it comes to equality, and really seeing that shift in just one generation. Truly gives me hope.?”

- “I really wanted their answers to surprise me, but they didn't and that makes me sad... let's seriously address it and actively try to change it.?”