Create a breakthrough, compelling and inspiration campaign for international women’s day designed to amplify the resilience, courage and leadership of women, and maintain #1 media position held for last 4 years on IWD.
In the face of the great challenge of our generation, COVID-19, women everywhere are standing up to protect, fight back, and lead to build back a stronger future. This International Women's Day, we want the world to celebrate every woman who has shown the world what strength, resilience, and boldness look like in one of the most challenging year the world has ever faced. At a time when the world needs hope and encouragement, care will show how every woman is valued, heard, and respected, and more importantly, celebrated. To weave the spirit of the campaign together, we chose music as a way to bring people together and paired up two unexpected female artists to recreate a legendary woman’s anthem with updated lyrics led by a Grammy award winning producer. To create a holistic campaign, care created a weekly #IMEVERYWOMAN speaker series featuring phenomenal speakers featuring celebrities, activists and tv personalities to talk about the challenges and opportunities women face today especially in the world of COVID-19.
CARE’s IWD campaign broke records: received 11b earned media impressions, 118 media placements including national morning tv coverage on all 4 hours of The Today Show, Good Morning America, Access Hollywood, and multiple music publications (creating new exposure for the organization). 47 celebrities participated through social media engagements. The #IMEVERYWOMAN video received over 2 million video views and through a parternship with spotify is still on their top female playlist, one year later. The weekly speaker series received over 125,000 video views. Digital ad campaign on Spotify and Vox Media resulted in 20m impressions. The campaign call to action was to send a care package to women around the world in care programs and drove several thousand dollars in donations for care packages.
