#MYREALCAREERLINE

Title#MYREALCAREERLINE
ClientTHE WOMEN'S FOUNDATION LIMITED
Product / ServiceTHE WOMEN'S FOUNDATION
CategoryA10. Charities & Non-profit
EntrantJ. WALTER THOMPSON HONG KONG, HONG KONG
Idea Creation J. WALTER THOMPSON HONG KONG, HONG KONG
Media Placement FACEBOOK Hong Kong, HONG KONG
PR J. WALTER THOMPSON HONG KONG, HONG KONG
PR 2 EDELMAN HONG KONG, HONG KONG
Production J. WALTER THOMPSON HONG KONG, HONG KONG
Production 2 SUCHFILMS LTD. Hong Kong, HONG KONG
Production 3 SEESAW POST PRODUCTION Hong Kong, HONG KONG

The Campaign

We built our campaign around a popular Cantonese phrase that neatly and uniquely encapsulates the whole issue. In Hong Kong, the most widely used term for a cleavage is "Si Yip Sin", meaning ‘career line’, a phrase which associates a woman’s success with her appearance rather than her education, talent and drive. This not only devalues women’s achievements, but makes sexism more permissible in the workplace. Our idea was to challenge the use of casual sexism and celebrate the real drivers behind a woman’s success, by redefining what a ‘career line’ really meant and launching the #MyRealCareerLine campaign. We partnered with an Olympic Swimmer, a YouTuber, an artist, an entrepreneur, a top lawyer, a Snooker World Champion, a student and others, who shared the real reasons for their success (determination, creativity, passion etc), before ripping up a ‘career line’ poster and encouraging the public to do the same.

Creative Execution

For phase one, to highlight the problem with everyday sexism such as ‘career line’, we set up the (fake) Career Line Cosmetic Surgery. We created Facebook ads based on online quotes from recruiters and the media about how a more prominent ‘career line’ could boost your career prospects. These were targeted at women with an interest in women’s rights and provoked the outraged reaction we’d hoped for. Then, on International Women’s Day, The Women’s Foundation held a press conference revealing the real reason for the campaign and the #MyRealCareerLine message. Our film featured some of Hong Kong’s most famous female icons sharing the real reasons for their success before tearing up our ‘career line’ poster. On our website, people could create their own #MyRealCareerLine messages and share them on Facebook. Tatler also provided a free ‘rip-able’ insert while Facebook, LinkedIn, Marie Claire and others offered free media support.

Describe the success of the promotion with both client and consumer including some quantifiable results

On a very limited budget, the campaign got over 900 million unpaid media and social impressions. The people of Hong Kong showed their support by sharing the film on Facebook and/or creating their own #MyRealCareerLine images, videos and messages. Politicians, newspaper editors, and other high profile celebrities, CEOs and bloggers shared videos of themselves ripping up the ‘career line’ poster and declaring their support. While media companies, student bodies and many of Hong Kong’s biggest employers also released group videos promoting our message. Even the city’s most popular website, who had previously uploaded three or four ‘career line’ videos a day, got behind the campaign. And the week after the launch, the South China Morning Post released a statement in which they apologised for a recent article that objectified women and announced they were reviewing their editorial policy.

Explain why the method of promotion was most relevant to the product or service

Through this campaign, we got the people of Hong Kong, as well as media companies, business leaders, employers, and student groups to actively show their support for gender equality, diversity and respect. We gave them the tools to do so, both online, where they could use our filter to update their Facebook profile and in the real world, where they could download the poster and rip it up in half.

We had three main target audiences: We wanted to engage the people of Hong Kong, especially young working women and students, and provoke a debate. We also wanted to target media companies (many of whom are obsessed with women’s looks and some of whom use the ‘career line’ phrase) and encourage them to promote a more authentic and rounded portrayal of women. And we wanted to encourage companies and employers to stand up and show their support for equality, diversity and respect in the workplace. One problem we faced was that many people in Hong Kong saw no problem with the phrase ‘career line’, seeing it as a harmless joke. So we decided that before we started promoting #MyRealCareerLine we had to provoke a discussion on the problem itself.

Credits

Name Company Position
Simon Welsh J. Walter Thompson Hong Kong Chief Creative Officer
Wilson Ang J. Walter Thompson Hong Kong Group Creative Director
Max Fung J. Walter Thompson Hong Kong Associate Creative Director
Ian Jahng J. Walter Thompson Hong Kong Art Director
Szelok Wong J. Walter Thompson Hong Kong Art Director
Edmond Leung J. Walter Thompson Hong Kong Art Director
Jesse Lee J. Walter Thompson Hong Kong Art Director
Kiefer Mckenzie J. Walter Thompson Hong Kong Copywriter
Jocelyn Tse J. Walter Thompson Hong Kong Head of Strategic Planning
Anthony Chung J. Walter Thompson Hong Kong Strategic Planner
Gemma Swinglehurst J. Walter Thompson Hong Kong Regional Account Director
Lico Lu J. Walter Thompson Hong Kong Regional Business Manager
Stephanie Cheung J. Walter Thompson Hong Kong Regional Business Executive
Kevin Shek J. Walter Thompson Hong Kong Head of Production, Technical
Mickey Yip J. Walter Thompson Hong Kong Digital Producer
Colloque Tsui J. Walter Thompson Hong Kong Web Developer
Anthony Leung J. Walter Thompson Hong Kong Head of TV
Pocky Chau J. Walter Thompson Hong Kong Assistant Producer
Michael Sze J. Walter Thompson Hong Kong Studio and Production Manager
Jimmy Pong J. Walter Thompson Hong Kong Production Manager
Dick Chan J. Walter Thompson Hong Kong Retoucher
Colin Chan J. Walter Thompson Hong Kong Retoucher
Budming Suchfilms Limited Director
Carolyn Hammond Edelman Hong Kong Director
Daniel Fu Edelman Hong Kong Associate Director
Shilpa Sharma Edelman Hong Kong Head of Edelman Intelligence HK
Nicole Leung Edelman Hong Kong Manager
Susan Ng Edelman Hong Kong Community Manager
Kitty Lun Facebook Head of Creative Shop, Greater China
George Chen Facebook Head of Public Policy for Hong Kong & Taiwan