Title	ACCENTURE BEING GREATER THAN PROGRAM
Brand	ACCENTURE
Product/Service	ACCENTURE
Category	C01. Content
Entrant	ACCENTURE Chicago, USA
Idea Creation	ACCENTURE Chicago, USA

Name	Company	Position
Chris McConnell	Accenture	Senior Manager, Digital Advertising

The Campaign

Accenture has announced a company goal of promoting greater gender equality and increasing the percentage of women in its workforce. Specifically, the company has pledged to grow the percentage of women it hires to at least 40 percent worldwide. To help achieve this goal, the company wants to communicate its commitment to gender equality including gender pay equality, and to attract talent to Accenture. To address the market problem, we created our “Being Greater Than” content campaign, showcasing inspiring stories about Accenture women on The Huffington Post and accenture.com. The goal of the program is to: • Engage our women, to communicate our commitment to gender equality, and • Attract talent to Accenture with the goal of growing the percentage of women new hires to 40 percent by 2017.

Creative Execution

Our program features Accenture women through articles, blogs, videos and photos. It also republishes or links to news articles from various media outlets, including Fortune, The Financial Times, The Huffington Post and more. These third party articles either feature our women or describe our programs aimed at making Accenture a great place to work for women. Since launching the program in November, we have published content featuring more than 100 Accenture people for the campaign. Among our first and most pioneering tactics was establishing a channel outside our website to broaden the availability of our content. We collaborated with The Huffington Post to create a page on their site featuring regular updates from our leaders and employees. Then, to populate the new channel on The Huffington Post and our own website, we began by partnering with renowned filmmaker Robert Fogarty, founder of the Dear World project, to create stunning, ground-breaking videos of both our top leadership and select employees discussing gender equality and what it means to them personally. The series includes a compelling video testimonial from our Accenture Chairman & CEO Pierre Nanterme on his commitment to gender quality. All of the videos feature the trademark Dear World body drawing to emphasize the message. The full set of videos can be see here. Beyond the videos, we designed a broad, ambitious content program to generate insights from every level of our organization across a broad set of topics related to gender equality. We have been publishing new material at a rate of four new pieces each week.