Title	BORN EQUAL – THE X CHROMOSOME
Brand	TERRE DES FEMMES
Product/Service	40 YEARS CAMPAIGN
Entrant	TBWA\ SWITZERLAND Zurich, SWITZERLAND
Idea Creation	TBWA\ SWITZERLAND Zurich, SWITZERLAND
Media Placement	TBWA\ SWITZERLAND Zurich, SWITZERLAND
Additional Company	ARTBOX Amsterdam, THE NETHERLANDS
Additional Company 2	MOKOH MUSIC Berlin, GERMANY

Name	Company	Position
Isabelle Benz	TBWA\Switzerland AG	Art Director
Lisa Bolte	TBWA\Switzerland	Copywriter
Angelo Sciullo	TBWA\Switzerland AG	Creative Director
Manuel Wenzel	TBWA Switzerland AG	Executive Creative Director
Nadja Stickl	TBWA\Switzerland AG	Group Account Director
Stephan Moritz	MOKOH Music Berlin	Executive Producer
Tobi Vogel	MOKOH Music Berlin	Music Composer
Jurg Neve	KATANÁNGA	Director
Geert Jansen	Artbox	Executive Producer
Sonja Dam	Artbox	Project Manager
Markus Driessen	Artbox	Design
Kees Sparnaaij	Artbox	Animation

Why is this work relevant for Integrated?

Terre des Femmes Germany is one of the very first female rights NGOs in the world. And they celebrate their 40th anniversary in 2021. With this campaign we took a conceptionally overarching approach on the absurdity of the still existing global injustice women face globally. And played it on TV and Online-Video, did DOOHs, Print ADs Posters and a lot of social media.

Background

Terre des Femmes Germany focuses on biological females with their work and initiatives. Their main topics are: female mutilaton, domestic and sexualized violence, violence in the name of honor, human trafficking and prostitution, gender equality. Our brief was to celebrate their 40th anniversary in a 360° campaign. The objective was to find an overarching theme/concept that is able to tackle all of the pillars they fight for when it comes to global women's rights.

Describe the creative idea

It's a microscopic chromosome that decides the sex of a child months before birth. And thus, absurdly, also how much it will earn and how high it's chances are of ending up in a violent partnership, being married underage or being raped. Heart of the campaign is an animated TVC showing a female fetus metaphorically reacting on crimes and grievances it will experience one day, explained by the voice over. The campaign also includes more than 30 headlines for posters, print and social media that highlight the absurdity along statistics that explain what a simple X chromosome can do.

Describe the strategy

Terre des Femmes provided us with the relevant data along the different topics. Our target audience was mainly Germany, where the head office of terre des femmes is located in Berlin.

Describe the execution

The campaign startet in May with several print ads in nationwide magazines and got supported by TV and Online-Video beginning of September on national Television next to national DOOH in major cities like munich, frankfurt, berlin and more. In total we ran over 30 different ads in with different messages, had 13 nationwide Magazine-Print ADs (MediaValue 250.000 Euro) 2 10-Second vertical videos for digital on nationwide DOOH (Media-Value 250000 Euro) and our Film for TV (Media Value: 700000 Millionen Euro) and online. On Instagram we achieved more than 15.000 likes organically.

List the results

For DOOH we got a media-donation of Stroer worth 250.000 Euro with an estimated amount of ad impressions around: 6.5 Million people For TV we received a donation for free-space on these broadcasting networks worth 700.000 Euro: Seven One Media, EL CARTEL MEDIA - TV and Discovery Channel with approax 10 Million Ad Impressions And for Facebook we received another Media-Donation worth 50.000 Euro.