Title	REDRAW THE BALANCE
Brand	EDUCATION AND EMPLOYERS
Product/Service	INSPIRING THE FUTURE
Category	A12. Social Brand Experience
Entrant	MULLENLOWE GROUP London, UNITED KINGDOM
Idea Creation	MULLENLOWE GROUP London, UNITED KINGDOM
Production	BURGER FILMS London, UNITED KINGDOM

Name	Company	Position
Richard Denney	Mullen Lowe London	Executive Creative Director
David Henderson	Mullen Lowe London	Chief Creative Officer
Isobel Dighe	Mullen Lowe London	Account Director
Katrina Encanto	Mullen Lowe London	Senior Creative Team
Edgar Galang	Mullen Lowe London	Senior Creative Team
Lucy Jay	Mullen Lowe London	Producer
Ryan Self	Mullen Lowe London	Head of Design
Martin Bridge	Mullen Lowe London	Editor
Matt Huntley	Burger	Director
Alan Traquair	Burger	Executive Producer
Simon Brooksbank	Burger	Producer
Jack Foxton	Unit	Editor

The Campaign

We filmed an experiment in a primary school and revealed the issue right where it happens. We asked children to draw a firefighter, a surgeon, and a fighter pilot. Out of 66 drawings, 61 were drawn as men and only 5 were drawn as women; the experiment confirmed an amazing fact. That gender stereotypes are defined between 5 and 7 years old.

Creative Execution

Women experience gender inequality onscreen, on the field, and in the boardroom. But not everyone knows that it can all start in the classroom. Inspiring The Future wanted to expose the problem to a wider audience, so we filmed an experiment in a primary school and revealed the issue right where it happens. We asked children to draw a firefighter, a surgeon, and a fighter pilot. Out of 66 drawings, 61 were drawn as men and only 5 were drawn as women; the experiment confirmed an amazing fact. That gender stereotypes are defined between 5 and 7 years old. But the experiment also confirmed that interaction with role models could change children's perceptions. The hero film and supporting content was then released across facebook, twitter and youtube under the CTA to ‘Redraw the Balance’.

With zero media spend and no money for seeding the campaign received an exceptional level of coverage and social media engagement. The campaign was picked up by major publications such as The Huffington Post, Mashable – in fact, making news in 82 countries - and retweeted by Emma Watson to her 22.5 million followers as well as by the chief scientist of NASA. It also received support of many institutions – from those involved in tackling issues of gender inequality such as ‘Diversity Role Models’ and ‘Coder Girls’ to those who play a major part in nurturing healthy gender expectations such as Cbeebies. The campaign received over 16 million hits and as a result of this viral coverage the experiment was quickly seized upon and recreated in schools across the UK, Europe, South America and Asia. The charity Inspiring the Future received a 73% increase in volunteers

In partnership with Inspiring the Future, we devised an experiment designed to expose just how early the onset of gender stereotypes really is – this footage would become the content for our global social media campaign #RedrawtheBalance.

We knew that the issue of gender inequality was already saturated with information and the conversation hijacked by numerous organisations and brands. Therefore, to make a difference and achieve real cut-through for Inspiring the Future’s cause, we would have to approach the topic from a different angle and embed it with a compelling hook. This was when we uncovered the shocking statistic that gender stereotypes are defined between the ages of 5 and 7, which perfectly complimented the charity’s focus of tackling gender inequality at grassroots level.