This NGO was looking forward to promoting gender equality in different parts of the world, especially third world countries where education levels are very low. As part of UN Igualando needed a concept and a full data driven work to create brand awareness. [/col] [col class="span4"]
Igualando means promoting actions and policies at public and private levels to eliminate gender gaps and increase the participation and equal employment opportunities between women and men.[/col] [col class="span4"]
The budget was set high in order to achieve the best results.[/col] [/row]
What they asked for
United Nations has been promoting gender equality in different parts of the world, especially third world countries where education levels are very low. The international board decided give it a go into a wider scale and undergo a marketing and branding campaign focusing in creating awareness. They thought this type of problem would be known not only local but globally as well via a marketing campaign via a global branding and corporate marketing agency.
Thanks to this marketing and branding campaign, it was achieved: The establishment of a model of gender equality between firms and organizations in the country to increase competitiveness and promote actions and policies at public and private levels to eliminate gender gaps and increase the participation and equal employment opportunities between women and men.
What we did
Awesomedia, Marketing Agency Tampere, Helsinki developed a product branding strategy concept where the youth could speak, act and become promoters of gender equality, messengers of inclusiveness and opportunity for men and women. From a marketing perspective we managed to create a campaign to promote workshops to counter this gender imbalances in curriculum areas. The organization wanted us to create strong messages in order to encourage women into more technical professions that are still considered to be for men, such as engineering, construction or science professions. We managed to implement partnerships with other women's organizations and structure official introductory courses in the above mentioned professions which at the same grab the interest of a shy young girls group. We also managed to promote careers to young men, that were considered to be for women such as day care teachers, kindergarten care teacher, etc.
Awesomedia also implemented an integrated campaign in order to recruit students. We used advertising, offline and online campaigns, literature, media, and different events. The campaigned promoted a wide range of diversity issues such as gender, but also race and age.
- Art direction
- Branding and visual identity
- Campaign Identity
- Offline and online marketing