Supradyn is a high strength multivitamin, it makes a clinically proven difference to the amount of energy – physical and mental – that consumers experience. However, like all supplements, it doesn’t GIVE you energy, it helps unlock the energy that is stored in your body already. Vitamins don’t make you great, they simply unlock what’s already inside you. Supradyn doesn’t want to mask this truth or to be the hero, instead, it celebrates the fact it is ‘for those who go beyond’, and who do so with inner-strength. We are simply there to support. In a category which so often presents itself as the saviour to the weary women, we wanted to show the reality. We’re a support to those women who push the boundaries for us all. Our long term Global agenda is to change the landscape for female entrepreneurs. This campaign is where we start.

In Turkey there are still considerable gaps in the achievement of gender equality. Women and girls still face serious disparities, discrimination, restrictions and different forms of violence which have severe impacts on them and the society as a whole. Despite recent improvements, women are underrepresented in economic life and the decision-making processes. The Gender Development Index (GDI) for Turkey stands at 0.924 in 2019, with the female HDI standing at 0.784 and the male HDI at 0.848. In terms of the Gender Inequality Index (GII), Turkey ranked 68th in 2019.

We wanted to create a personal experience of this unconscious gender bias, to raise awareness, generate discussion, and ultimately as a brand having sponsored the acclaimed Turkish Women’s’ Volleyball team, and witnessed how little of the recognition they deserved, they got; it was time Supradyn confronted the bias and shifted from talking energy, to inner strength against adversity.

We used a click-bait style quiz mechanic on social with promotion via influencers, to push out a ‘Memory Test’. A simple digital game, professing to test your recall for famous names, however instead we subverted the results to evidence how poorly women are represented and recognised in society, by everyone. 87% could recall fewer than 2 women in the 6 public roles we asked about.

“It’s not your memory”, we revealed, “women simply don’t have the opportunities or the profile”. Having hooked our mixed gender audience in, and made the social issue a personal one - we offered plenty of positive means to continue exploring this problem with us, including an academic report in collaboration with Bahçesehir University and a debate on CNN, as well of course as lively social chat.

Supradyn has always sought to change the reality of women in society, by changing how they are represented in advertising. As we embrace a new brand strategy to ‘unlock the inner strength’ of our target audience, we wanted to show how fully we understood the reality they face, and the tenacity they need.

Despite our conscious efforts we are all subjected to a bias around gender - it is endemic in our society - as such, it is harder for women to overcome this bias, whether to achieve, impact or be recognised. To bring this home we used a click-bait style quiz mechanic on social, professing to test your memory but instead showing how every one of us is a victim of this societal bias.

The ‘quiz’ ran on 3 digital platforms and owned social in Turkey, and we partnered with Eda Erdem (Captain of the Turkish Women’s Volleyball Team) and 11 influencers to promote and drive participation.

The test was placed on the news pages on Milliyet’s website, since the audience on Milliyet lean more towards reading rather than interacting, we asked our participants to remember their answers to our questions.

On Kizlarsoruyor (“Girlsask”), a more interactive entertainment and lifestyle platform, we included text boxes into our test to provide a more interactive experience to our users.

Additionally, by collaborating with the turkishdictionary social media account, we were able to utilize Instagram’s story feature to administer our test through text boxes and poll stickers.

And we created a video format for other platforms such as YouTube.

The Memory Test itself was live for 4 weeks.

We reached 5.2m people with our message and 354,442 were directed to the test – over half completed it. This was six times what our media budget of EUR 52k had allowed us to hope for.

More than this we saw a 64% increase in Gender Equality mentions on social media, during our campaign compared to the previous period. (Social Listening Report, Mediacom) and created a base through which our ongoing academic study, public debate and brand campaigns can build from.

Change has to start somewhere.