Background

Although the UN is a famous global name, as a local organisation, UN Women Australia wasn’t well known, nor was its agenda: to achieve gender equality by 2030. Our job was to raise the profile of UNWA and help accelerate its agenda toward equality through awareness and donations. Objective 1: Increase YOY the total value of donations over the IWD campaign period. Objective 2: Increase YOY the number of donors over the IWD campaign period. Objective 3: Generate cultural impact for the brand and message Objective 4: Deliver $2 Million+ in Earned Media Value with $0 Media dollars. For a progressive developed nation, Australia is fraught with inequality. Australia is ranked 44th on the Global Gender Gap Index, we are a quarter century off closing the pay gap, women still do three times more unpaid care and domestic work and one in four women experience violence by an intimate partner.