DALLAS (December 22, 2014) – CNN’s HLN recently named #HeForShe one of the 13 hashtags that changed the world in 2014.* The HeForShe campaign, a solidarity movement for gender equality, was born out of a Publicis Hawkeye passion project. Publicis Hawkeye is an integrated advertising and digital agency based in Dallas.
In the agency’s search for a pro bono client, Publicis Hawkeye sought out Elizabeth Nyamayaro, senior advisor for strategic partnerships and outreach at UN Women, the United Nations entity formed in July 2010 for gender equality and the empowerment of women. Nyamayaro was looking for a creative partner to develop a global campaign idea for gender equality…one that would shift thinking.
Through collaborative cross-disciplinary creative sessions, Publicis Hawkeye came up with a campaign platform the agency called “HeForShe,” which is a totally unique women’s rights campaign that deliberately does not feature women. Instead, the campaign speaks directly to men. Phumzile Mlambo-Ngcuka, executive director of UN Women, called it “revolutionary.”
A few milestones to date:
— HeForShe was officially launched on International Women’s Day, March 8, 2014.
— Stuart Elliott, former marketing columnist at The New York Times, helped to seed the idea and the agency’s role in his March 7, 2014, column: “U.N. Women’s Rights Group Seeks Men’s Support.”
— On September 20, 2014, Emma Watson, in her role as UN Women goodwill ambassador, spoke at UN headquarters, catapulting the HeForShe digital and social-centric campaign, on which UN Women collaborates with multiple agency partners.
— In just two weeks, Watson’s speech helped to generate 1.1 million tweets from 750,000 different users, reaching a total of 1.2 billion unique Twitter users.
— Watson’s speech has been viewed online more than 8 million times.
— Twitter painted hashtag HeForShe on the wall of its headquarters.
— More than 200,000 men around the world have pledged their support of HeForShe, including numerous celebrities from Hollywood’s A-list.
By redirecting a conversation to men, Publicis Hawkeye’s unique idea has grown into a global movement and doesn’t appear to be waning.
Publicis Hawkeye is an integrated advertising and digital agency based in Dallas and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Worldwide is the largest global agency network within holding company, Publicis Groupe S.A. Publicis Hawkeye clients include: American Airlines Cargo, Anheuser-Busch, BASF, Bridgestone Americas, Cargill, Continental Mills, Delta Dental Plans Association, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.
# # #
Sheri Davidson Smith, Publicis Hawkeye
Janice Snook, Janice & Associates PR