BADGER AND WINTERS, New York / BADGER & WINTERS / 2016
Through the use of hard-hitting footage, imagery and language we forced people to take notice of how we are portraying women and that we should no longer accept it. Our video showed real women sarcastically speaking about ads in which women are objectified and demonstrated the significant harm it causes. Our call-to-action of standing up encouraged people all over the world to stand up for the ones they love and to hold the advertising industry to a higher, more just standard. By engaging a global audience and encouraging them to participate in our movement, we believed that companies and advertisers would take notice. Our goal was to shift the cultural paradigm within advertising.
On January 11, our agency released our video on YouTube. The message took not just the ad industry, but also the public, by storm, resonating broadly and quickly going viral. In just over two weeks, we reached over 1 million views. The wave of earned media followed as our chief creative officer was invited to promote the message on major broadcast shows, including an exclusive appearance on the Today Show with Matt Lauer as well as a feature by the Wall Street Journal. The message continued to spread as key influencers started to engage in conversation on their own, amongst them: Ashton Kutcher, Alanis Morissette, World Economic Forum, UN Women, George Takei, and Ashley Judd. Publications in over 40 countries also picked up on our campaign, furthering disseminating our movement globally.
Over 31 million views
Over 1 billion media impressions
Reached over 175 countries
Generated $17 million in earned media value