Dick Chan
Retoucher at J. Walter Thompson
Hong Kong, 中国
标题#Myrealcareerline
广告公司
广告战役 #Myrealcareerline
广告主 The Women's Foundation
品牌 The Women's Foundation
首次发布日期 2016 / 12
行业领域 机构/公益组织/非盈利组织
哲学 We built our campaign around a popular Cantonese phrase that neatly and uniquely encapsulates the whole issue. In Hong Kong, the most widely used term for a cleavage is "Si Yip Sin", meaning ‘career line’, a phrase which associates a woman’s success with her appearance rather than her education, talent and drive. This not only devalues women’s achievements, but makes sexism more permissible in the workplace. Our idea was to challenge the use of casual sexism and celebrate the real drivers behind a woman’s success, by redefining what a ‘career line’ really meant and launching the #MyRealCareerLine campaign. We partnered with an Olympic Swimmer, a YouTuber, an artist, an entrepreneur, a top lawyer, a Snooker World Champion, a student and others, who shared the real reasons for their success (determination, creativity, passion etc), before ripping up a ‘career line’ poster and encouraging the public to do the same.
Creative Execution:
For phase one, to highlight the problem with everyday sexism such as ‘career line’, we set up the (fake) Career Line Cosmetic Surgery. We created Facebook ads based on online quotes from recruiters and the media about how a more prominent ‘career line’ could boost your career prospects. These were targeted at women with an interest in women’s rights and provoked the outraged reaction we’d hoped for. Then, on International Women’s Day, The Women’s Foundation held a press conference revealing the real reason for the campaign and the #MyRealCareerLine message. Our film featured some of Hong Kong’s most famous female icons sharing the real reasons for their success before tearing up our ‘career line’ poster. On our website, people could create their own #MyRealCareerLine messages and share them on Facebook. You could also download the poster if you wanted to rip it up for real.
On a very limited budget, the campaign got over 900 million unpaid media and social impressions. The people of Hong Kong showed their support by sharing the film on Facebook and/or creating their own #MyRealCareerLine images, videos and messages. Politicians, newspaper editors, and other high profile celebrities, CEOs and bloggers shared videos of themselves ripping up the ‘career line’ poster and declaring their support. While media companies, student bodies and many of Hong Kong’s biggest employers also released group videos promoting our message. Even the city’s most popular website, who had previously uploaded three or four ‘career line’ videos a day, got behind the campaign. And the week after the launch, the South China Morning Post released a statement in which they apologised for a recent article that objectified women and announced they were reviewing their editorial policy.
We had three main target audiences and responses: To engage the people of Hong Kong, especially young working women and students, and provoke a debate. To target media companies (many of whom are obsessed with women’s looks and some of whom use the ‘career line’ phrase) and encourage them to promote a more authentic and rounded portrayal of women. To encourage companies and employers to stand up and show their support for equality, diversity and respect in the workplace. The campaign had to be built around digital as with a limited budget, we relied on social media, bloggers, influencers and news sites to spread the message. One problem we faced was that many people in Hong Kong saw no problem with the phrase ‘career line’, seeing it as a harmless joke. So we decided that before we started promoting #MyRealCareerLine we had to provoke a discussion on the problem itself.
媒体类别 互动
长度
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