|Brand||UN WOMEN AUSTRALIA|
|Product / Service||GENDER EQUALITY|
|Category||D04. Social Behaviour|
|Entrant||THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA|
|Idea Creation||THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA|
|Media Placement||UM Sydney, AUSTRALIA|
|PR||EDELMAN Sydney, AUSTRALIA|
|Production||RABBIT CONTENT Sydney, AUSTRALIA|
|Post Production||ARC EDIT Sydney, AUSTRALIA|
|Post Production 2||SONAR MUSIC Sydney, AUSTRALIA|
|Mark Green||The Monkeys part of Accenture Interactive||Group CEO and Co-Founder|
|Scott Nowell||The Monkeys part of Accenture Interactive||Group Chief Creative Officer and Co-Founder|
|Tara Ford||The Monkeys part of Accenture Interactive||Chief Creative Officer|
|Matt Michael||The Monkeys part of Accenture Interactive||Managing Director|
|Barbara Humphries||The Monkeys part of Accenture Interactive||Creative Director|
|Fernanda Gill-Pier||The Monkeys part of Accenture Interactive||Art Director|
|Grace O'Brien||The Monkeys part of Accenture Interactive||Copywriter|
|Charlotte Goodsir||The Monkeys part of Accenture Interactive||Social Strategist|
|Charlotte Marshall||The Monkeys part of Accenture Interactive||Senior Planner|
|Belinda Drew||The Monkeys part of Accenture Interactive||Head of Business Management|
|Isabella Chidson||The Monkeys part of Accenture Interactive||Business Manager|
|Kyle Brandse||The Monkeys part of Accenture Interactive||Senior Editor|
|Penny Brown||The Monkeys part of Accenture Interactive||Head of Production|
|Cathryn Cooper||The Monkeys part of Accenture Interactive||Producer|
|Will Haslingden||The Monkeys part of Accenture Interactive||Digital Producer|
|Leah Horsley||The Monkeys part of Accenture Interactive||Senior Finished Artist|
|Megan Leckey||The Monkeys part of Accenture Interactive||Senior Designer|
|Simone O'Connor||The Monkeys part of Accenture Interactive||Head of Production|
|Sarah Calver||The Monkeys part of Accenture Interactive||Business Director|
|Juli Balla||The Kitchen Creative||Director/Photographer|
|Dan Hlburn||The Kitchen Creative||Director Of Photography|
|Jeremy Shaw||The Kitchen Creative||Director Of Photography|
|Duncan Brazzil||The Jacky Winter Group||Motion Designer|
|Greg Constantarous||The Editors||Colourist|
#EmpowerMoves is a fundamentally social campaign that hinged on influencers seeding the dance within TikTok to make it look like a native trending dance. Using influencers allowed our campaign to bring awareness to UN Women Australia without being preachy or didactic. UN Women Australia connected with their intended audience of Australian girls aged 11-17 using TikTok and a targeted social strategy to create awareness, encourage participation, generate a positive conversation around women's safety, and forge a new association with the organisation amongst younger women and girls. This relied on knowing our audience and talking to them in their language.
In Australia, by age 15 one in 6 girls have been stalked or followed. In a year when women’s safety took up more of the conversation than ever, UN Women Australia (UNWA) wanted to provide a practical way for girls to feel less vulnerable and take control of their experience. The theme for International Day of the Girl was ‘Digital Generation’ and UNWA tasked us with finding a way to reach girls in their element through a new creative campaign. Our challenge was that awareness of UNWA was extremely low amongst that age group, there was no prior association. So we had to create a captivating campaign that put UNWA and women's empowerment on the map, connecting UNWA with this new audience.
#EmpowerMoves is the first TikTok dance made of self-defence moves, launching on International Day of the Girl. Created by working with a self-defence expert Rita Matty from SheFightsBack, and a choreographer Karla Mura, the dance was cleverly based around a sequence of four simple easy to remember self-defence moves. We launched this organically as a TikTok dance trend, prompting users to jump on board and learn the moves for themselves, creating their own videos - before we revealed in detail the moves behind the dance. The choice of medium was intrinsic to the idea, leveraging a native behaviour. We needed girls to get involved in a way that felt positive and empowering rather than fearmongering. The tone, personality and energy of the campaign, and the selection of influencers to authentically spread the message was paramount to its success.
The theme for International Day of the Girl (IDOTG) 2021 was ‘Digital Generation’ and with over a quarter of Australia's Generation Alpha, and 20% of Gen Z on TikTok (skewing female) it was the perfect mobile platform to educate and empower young women. We needed to do this without being didactic or preachy- and speak in a language they understand. We intentionally released the campaign on TikTok without mentioning UNWA to get girls on board, before the big reveal. The issue of gender violence isn’t a simple one, #EmpowerMoves wasn’t intended to solve the problem entirely, its aim is to create awareness and help girls feel less vulnerable and more empowered. The unique campaign assets were created by us in collaboration with our talent, shared organically and in TikTok media, as well as shared by participants on TikTok as part of the Hashtag Challenge.
Phase 1- We launched the dance on TikTok a few days before International Day of the Girl (IDOTG) via our choreographer Karla Mura and other influencers on the platform making it look like a typical trending dance. Phase 2- The day before IDOTG we released our Hashtag Challenge- revealing to the world that hidden within the dance was a selection of self-defence moves created by martial arts expert Rita Matty of She Fights Back. On the Hashtag Challenge we released breakdown videos that talked you through each move and how to successfully execute them. On IDOTG we extended the campaign via channels, partnering with entertainment pages such as Nova and Girlfriend to reach our target audience. Media were briefed and interviews ensured further support in TV and radio, which ran UNWA branded assets to further raise awareness. Influential Australians, like Grace Tame, participating ensured the challenge and message spread further.
The dance took off, the song became number 3 on the viral TikTok chart, and Australian of The Year Grace Tame was among the 7,847 people globally who created and shared #EmpowerMoves videos. We achieved 500 million views of the Hashtag Challenge page (177% above benchmark), 130 million video views worldwide, plus a reach of 62.5 million people worldwide - including 68% of all monthly active TikTok users in Australia. The #EmpowerMoves campaign video had a completion rate of 100%, 81% higher than TikTok’s benchmark for their ‘One Day Max’ placement. Social and media coverage delivered a ROI of 4,924%, with 40 pieces of coverage and over 300,000 media impressions. #EmpowerMoves opened UN Women Australia to an entirely new audience, generating 6,890 followers and over 100,000 likes on their posted videos – reaching their goal of growing awareness among a younger audience starting with International Day of the Girl.
Through ethnographic research we found that our target age group of girls, aged 10-17 had a new way to hang out with friends- it wasn't hanging out at the mall anymore- but learning and filming TikTok dances to share online. This was a unifying way girls were spending time after school and on the weekend, a way for them to shape their identity and share it with their own safe community. We tapped into this by creating an easy to learn dance and hid it within TikTok for girls to learn, then revealed it was actually some basic self-defence moves that will help start the conversation about female empowerment at a time when vulnerability and risk was the dominant narrative in the media.