Title	REPHRASE THAT
Brand	SANOMA MEDIA FINLAND / ME NAISET
Product/Service	ME NAISET WOMEN'S WEEKLY MAGAZINE
Category	A08. Media & Publications
Entrant	BOB THE ROBOT Helsinki, FINLAND
Idea Creation	BOB THE ROBOT Helsinki, FINLAND
Idea Creation 2	BOB THE ROBOT PICTURES Helsinki, FINLAND
Production	BOB THE ROBOT PICTURES Helsinki, FINLAND

Name	Company	Position
Marko Juuti	Bob the Robot	Account Manager
Anu Igoni	Bob The Robot	Creative Director
Heidi Taina	Bob The Robot	Creative
Tuukka Paikkari	Bob The Robot	Art Director
Kaija Rossi	Bob The Robot	Client Group Director
Viivi Huuska	Bob The Robot Pictures	Director
Niklas Nordling	Bob The Robot Pictures	Producer
Julius Koivistoinen	Bob The Robot Pictures	Cinematographer
Aaro Visala	Bob The Robot Pictures	Cameraman
Santeri Siirtonen	Bob The Robot Pictures	Gaffer
Mikko Wallgren	Bob The Robot Pictures	Sound Design Arrangement
Janic Leino	Bob The Robot Pictures	Wardrobe
Saara Sarvas	Bob The Robot Pictures	Make up artist
Anu Ylimaa	Bob The Robot Pictures	Catering

Creative Execution

The main campaign execution was a TVC, in which the most common generalizations about women were stated out – and turned around by bold Finnish women. The TVC, together with print, radio and social media, aimed to activate all Finnish women to rephrase the known quotations. In Me Naiset campaign site everyone could take part and write down their own unique quote about the life of a woman.

When writing this entry, the campaign has been live for 20 days. In these approximately 2,5 weeks, the official campaign video has gained 94 000 views and thousands of engagements on social media. The campaign site has been visited approximately 25 000 times and over 1500 quotes – also from men! – have been written. The user analytic data of the campaign site showed an interesting fact: 36,6 % of all visitors were, in fact, male. And what was even more interesting, there was almost no division between different age groups – meaning that the campaign both reached and was meaningful to people regardless of their age or gender.

For any media, the obvious way to raise conversation about women, would be simply to start making statements on their behalf. But for Me Naiset that was never an option. Instead of talking for the women, the magazine wanted to talk with them, as a common voice. After all, it was that voice the public needed to hear. For this, the campaign acted as a platform; engaging and involving the women in taking part.