American Woman is a Paramount Network show about feminism and identity, and centers around strong female characters taking control of their lives and finding their voices as women during second-wave feminism in the 1970s. Although the show takes place in the 70s, gender inequality is still as pervasive now as it was 50 years ago. Paramount Network asked NowThis -- the no. 1 social news publisher in the world -- to bring these themes into 2018 and spark a social conversation amongst our millennial audience.
Wikipedia informs millions of people daily, yet it is overwhelmingly comprised of male perspectives -- only 16% of editors of one of the most visited websites in the world are women. With so few women editors, Wikipedia provides an incomplete picture, despite the fact that anyone with internet access has the ability to contribute. So, NowThis and Paramount Network teamed up to host the WikiWomen Edit-A-Thon, and bring together women from all backgrounds to write and edit Wikipedia articles. The goal of the campaign was to raise awareness about the gender disparity on Wikipedia -- and encourage women to actively change it -- while promoting the American Woman premiere on social media.
NowThis teamed up with Wikimedia - Wikipedia's parent company - to co-host a female-focused, co-branded Edit-A-Thon with Paramount Network. The event took place at the NeueHouse in Los Angeles on May 19, 2018, with nearly 100 women in attendance. Official Wikipedia editors gave tips to participants about how to write, edit, and link articles to contribute a female perspective. Experts in the arts, education, STEM, and other fields, as well as everyday women of all ages and ethnicities were invited. Among attendees were NASA Engineer, Nagin Cox; founder of Women in Tech, Sarena Bahad; managing editor of NowThis, Versha Sharma; playwright and actor, Anne Berkowitz; American Woman executive producer, Kyle Richards; and star of American Woman, Jennifer Bartels.
Throughout the event, our female guests created biography pages for notable women previously missing from Wikipedia including the poet, Julia Boynton Green, and photographer, Parker Day. Pages were also updated with a feminine perspective that Wikipedia lacked. Nuanced changes, like the fact that many female entrepreneurs have to "hire or create fake male profiles to act as co-founders, executives, or the face of their businesses to make progress" in funding, reflect the potential impact of gender disparity among contributors.NowThis filmed the event and interviewed attendees to create an optimized social video that was distributed across both companies' social media pages on June 4th, three days before the American Woman premiere. The 1.5-minute long video introduced the Wikipedia gender gap and included interviews from eight attendees.
By the end of the WikiWomen Edit-A-Thon, nearly 100 articles were updated, 18 had been created, and almost 10,000 words had been added to Wikipedia, successfully inserting women's voices and presences onto the platform.
NowThis then created a socially-optimized video about the event, which included interviews with attendees, to drive further conversation and encourage our audience to tune in to the American Woman premiere, which garnered over 5.6MM views and 72K+ engagements on Facebook.
Wikimedia elected to share information and updates about the event on their social channels, furthering engagement. Additionally, press outlets, including Adweek and The Drum, covered the event expanding its reach. The edit-a-thon drove awareness for the show's premiere while instituting tangible change toward a relevant social cause.
American Woman Premiere:
The American Woman [6/7/18] series premiere delivered a .63 P18-49 rating and 1.0 million viewers. On a Live+3 basis, American Woman stands as ad-supported cable's highest rated half-hour scripted series premiere in P/W18-49 and W25-54 since Grown-ish on Freeform [1/3/18].
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