Founded in 1945 with the creation of the CARE Package®, CARE is a leading humanitarian organization fighting global poverty. CARE places special focus on working alongside women and girls because, equipped with the proper resources, they have the power to lift whole families and entire communities out of poverty. That’s why women and girls are at the heart of CARE’s community-based efforts to improve education and health, create economic opportunity, respond to emergencies and confront hunger. In 2020, CARE worked in over 100 countries and reached more than 90 million people.
The 2020 International Women’s Day (IWD) campaign celebrated #WomenEqual and their right to learn, earn, and lead. The goal of the #WomenEqual campaign was to create a breakthrough moment for IWD that raised awareness for gender equality, empower women in crises around the world, provide companies with cause marketing and activation opportunities, and drive petition signatures for the bi-partisan Safe from the Start Act, focused on keeping women and girls in humanitarian emergencies safe.
The IWD #WomenEqual campaign PSA featured the women of the hit television show “SCANDAL”, who reunited to talk about the importance of women’s leadership, and the need for gender equality on International Women’s Day. Acting as the flagship PSA for CARE’s Make #WomenEqual campaign, the piece served to educate people on the global lens of gender injustice, as well as serve to empower women and allies everywhere to fight for equality. Featured in the PSA were: Shonda Rhimes, CARE Ambassador Bellamy Young, Kerry Washington, and Katie Lowes.
CARE developed a multi-channel experience, successfully leveraging the power of the #WomenEqual PSA to drive additional celebrity engagement, media, event exposure, and corporate partnership engagement and resulting in: