Redraw The Balance 2

Role
Senior Creatives

Year
MullenLowe London

#RedrawTheBalance was created to shed light on gender inequality and inspire children by exposing them to more female role models. We launched with a social experiment that showed how early gender bias starts. But there was more to be done. We needed to tackle the source of this gender bias.

In animated films, where children find their first heroes, only 29% of characters are women. When there are women in them, they’re usually a sidekick or a damsel in distress. So we came up with inspiring female characters with the help of female artists from all over the world, and promoted them through posters and trailers. We also developed worksheets and an avatar maker that encouraged everyone to support the campaign by representing themselves in different inspiring professions.