The Campaign

The primary idea for us was to use GE’s communication guidelines of “Internal going External”. This meant that GE employees had to act as the first line of influencers for this campaign. To achieve the same, we decided to not just showcase the “Women at GE” but go beyond that and showcase the shining stars who have contributed so much to what GE is.

Creative Execution

Keeping the above mentioned approach in mind, we developed multiple touch points across our platforms. Some of the key creatives made are mentioned below. 1. The campaign kicked off on Women’s Day 2017 2. A Mannequin Challenge at GE’s Brilliant Factory at Pune to showcase the gender diversity at a modern manufacturing unit 3. A video documentation of the GE leaders showcasing 2 extraordinary women at GE 4. An Instagram first series of Doodles showcasing 3 exceptional women at GE (Vidya, Hema, Akanksha, . The doodles were created in collaboration with Alicia Souza, a renowned doodle artist in India 5. Employee Engagement at different offices of GE

? India contributed to 22% of the total conversations around the world ? Total campaign reach was 6.5 mn impressions & 4.2 mn engagements ? Featured in Campaign Asia’s’ best campaigns in India’ for the month of March ? Engagements from employees of companies such as Schneider, Siemens, TATA Motors, Mahindra, Shell etc ? First ever Mannequin Challenge by a B2B brand garnered 1.6 million impressions & engaged with 400K users ? Over 60K followers added across platforms during the course of the campaign

In a white paper released by GE globally, GE outlines the talent crisis for women in STEM roles. In the US today, only 14% of all engineers and 25% of all IT professionals are women. Though women make up 55% of all college and graduate students overall, only 18% of computer science graduates are female, according to the US Bureau of Statistics. Apart from this, there were no further surverys undertaken before the start of the campaign.