Ganadores 2019


CREATIVE EFFECTIVENESS

Women Rewrite Women-CE-000355

Bronce
 

2019-CREATIVE-Carrera 9 # 79A - 19 Piso 6-PIEZA

Descargar archivo. [150,44 MB]

Cliente o Anunciante El Tiempo Newspaper
Producto Newspaper
Inscrita por Juan Carlos Figueroa

Carlos Andrés Rodriguez, Director Creativo General

Francisco Samper, Director Creativo Ejecutivo

Diego Alejandro Munoz - Juan Manuel Leal, Director Creativo

Juan Carlos Castaño - David Meneses, Redactor

Diego López - Óscar Peña , Director de Arte

 
Idea

On the International Women’s Day, El Tiempo, published an open invitation to all the female journalists around the country: To choose a sexist headline from any media and rewrite it from their own point of view. The invitation ignited a conversation on social media. In just a few days, not only journalists, but also hundreds of women rewrote sexist headlines and replaced them for headlines written with their own words using the #WomenRewriteWomen

A few weeks later, we created a special edition of our newspaper dedicated entirely to women and also turned these new headlines into print ads.

Results
With just a hashtag and an email address we got more than 200.4 million impressions, 17.6 million readers of the special edition, reached 15.9 million people, rewrote more than 600 headlines and even got media coverage from 13 countries that praised the initiative.

After the campaign was finished a group of journalists started a petition to launch it again.

Background
Situation
Despite the efforts society has made, sexism against women is still a major issue around the world, especially in Latin America. Unfortunately, the press doesn’t get away from this reality, and news with sexist headlines are still being published.

Brief
EL TIEMPO, the most important newspaper in Colombia, wanted to set a precedent on the International Women’s Day, and make a statement in favor of responsible journalism about women.

Objectives
To eradicate any type of discrimination against women from the press as a contribution to society towards gender equality.

To fight against all women discrimination published in any media, in order to improve our press quality and give a contribution to society towards gender equality.

Cultural/social/political climate in your region and the significance of your campaign within this context.
• Media regulations/restrictions
• Civil liberties issues
• Gender representation

On the last inequality rate taken by the United Nations for Development (PNUD), Colombia was located as the 95th country out of 188. It’s gender inequality is so visible even in work access that only 57% of women manage to get a job while 80% of men have one, and the worst part is that the press is not excluded from sexism. In order to change this reality, we launched this campaign to make visible an issue that had been ignored and make a statement against sexism.

Describe the creative idea
Idea

On the International Women’s Day, El Tiempo, published an open invitation to all the female journalists around the country: To choose a sexist headline from any media and rewrite it from their own point of view. The invitation ignited a conversation on social media. In just a few days, not only journalists, but also hundreds of women rewrote sexist headlines and replaced them for headlines written with their own words using the #WomenRewriteWomen

A few weeks later, we created a special edition of our newspaper dedicated entirely to women and also turned these new headlines into print ads.


Describe the strategy

The campaign was divided in 2 phases where the initial one was focused on an invitation to all the female journalists to choose a sexist headline and rewrite it from their own point of view using the #womenrewritewomen or sending it by email.

In the second phase, we gathered all the rewritten headlines and chose some of them to create a printed and online special edition, also these new headlines were turned into print ads and 6 of the most influential journalist of the country wrote articles highlighting the role of the women in the world.

Turning a hashtag into a symbol for women to rewrite history.

Describe the execution

The execution took place in printed and online media, where we invited all the female journalists of the country to choose a sexist headline and rewrite it from their own point of view using the #womenrewritewomen or sending it by email.

For a couple of weeks, the initiative was fed by many posts, online invitations from popular female journalists, women influencers and also actresses that not only invited other women to join the campaign but also wrote new headlines.

Then, we created a special edition with all of the rewritten headlines and 6 articles from the most influential journalist of the country and published it on our online and printed newspaper in order to distribute it all around the country.

List the results
With just a hashtag and an email address we got more than 200.4 million impressions, 17.6 million readers of the special edition, reached 15.9 million people, rewrote more than 600 headlines and even got media coverage from 13 countries that praised the initiative.

After the campaign was finished a group of journalists started a petition to launch it again.