WORK FOR GOOD CUT - RADIO

Equal Communication - TERRE DES FEMMES
TERRE DES FEMMES

Shortlist

Title:	Equal Communication
Brand:	TERRE DES FEMMES
Product/Service:	TERRE DES FEMMES
Client:	TERRE DES FEMMES
Agency:	Scholz & Friends
Production Company:	Hastings Audio Network
Notes for Judging:	This campaign addresses the often overlooked problem of sexism in work-related communication. It tackles behaviors like “manterruption”, “mansplaining” and “bropropriating”. Common phenomena where men interrupt women more often, explain things to them because they assume women don’t know it or even take women’s ideas and present them as their own. We wanted to make these phenomena perceptible. Our solution: radio spots. In each spot, a woman wants to draw attention to the phenomenon, while a man behaves like the phenomenon she wants to describe. We explain the problem and present it acoustically at the same time. A highly effective way to raise awareness and educate simultaneously. The campaign successfully challenged deeply ingrained behaviors and encourages listeners to reflect on their own. The goal of changing attitudes and strengthening Terre des Femmes as an advocate for women's rights was achieved by creating an impactful campaign that resonated with the target audience.
Additional Credits:	Head of Division "Policy and Projects": Sina Tonk Head of Communications: Nastassja Wachsmuth Federal Managing Director for Women's Rights: Christa Stolle Chief Creative Officer: Matthias Spaetgens Managing Director Creation: Marielle Wilsdorf, Christian Kroll Executive Creative Direction: Thomas Mathew Creative Direction: Martin Gillen Art Direction: Finnja Skornia Copywriting: Nina Hansen, Marie-Luise Harnisch, Jonas Gralle, Martin Gillen, Thomas Mathew, Jennie Liddell Account Manager: Nico Munsch Sound Engineer: Oscar Meixner Casting: Giacomo Lodi, Jan Werner Direction: Oscar Meixner, Thomas Mathew, Martin Gillen, Marie-Luise Harnisch