Redraw The Balance
How children’s drawings revealed early gender bias.
Role
Senior Creatives
Agency
MullenLowe London
It is no secret that women still experience gender inequality in all lines of work. However, not everyone knows that it can all start in the classroom. Inspiring the Future wanted to tackle the problem at the source by rallying more female volunteers to inspire children about the range of career opportunities open to them regardless of gender.
Male volunteers dominated certain professions so our way of increasing volunteers was to encourage more women from a variety of jobs to turn up and inspire young girls. In a week, the film reached an audience of over 3.5m people with no budget for media, endorsements, or influencers, which led to an 88% increase in the annual registration rate.
The film has now been viewed over 100 million times worldwide and has been shared organically shared on social media by the likes of Emma Watson, Sir Ken Robinson, Geena Davis, and Adam Grant.
It has also been recreated in Denmark, China, Canada, South Africa, amongst other countries, and has been used by the UN, the NHS, and the World Economic Forum to discuss early gender bias.
100M
Reached
88%
More Volunteers
0
Media Spend
