Each year we take on pro bono work for select clients whose values align with ours. In 2018, we worked closely with UN Women National Committee Aotearoa New Zealand on their #Trailblazing125 Suffrage campaign.
UN Women filmed Prime Minister Jacinda Ardern and former Prime Minister Helen Clark in conversation for the first time speaking about women and leadership for Suffrage Day.
We created a social campaign to accompany this special content. We designed this campaign to highlight 25 trailblazing New Zealand women, illustrated and animated by Lily Paris West for Instagram. Each participant was asked to share the best piece of advice they had ever received.
The campaign sharply increased UN Women’s brand recognition and doubled their social following. Christiane Amanpour referred to the #Trailblazing125 project when she interviewed Prime Minister Ardern for CNN.
The campaign reached over 1 million on Facebook, with video views of over 500,000 on Facebook and 100,000 on Instagram. A combined following of more than 4 million saw the campaign across the feeds of Helen Clark, the New Zealand Labour Party, Stuff, Dame Valerie Adams, Georgia Fowler, Eat My Lunch, Parris Goebel, UN Women and more.
Sharing the intergenerational wisdom of New Zealand’s trailblazing women to a digitally-native audience was an inspiring way to celebrate 125 years of suffrage in New Zealand.
#Trailblazing125 was shared to more than four million people on social media and we couldn’t have pulled off such a beautiful, cohesive campaign without you!
— Laura Dawson and Emily Lambie, UN Women National Committee of Aotearoa New Zealand.