Mobilising the LinkedIn community to empower women.
LinkedIn tasked us to prove that the conversations that matter to their audience are taking place on LinkedIn. Using International Women’s Day as a cultural hook, we set about helping and supporting women and educating their allies about the impact the global pandemic has had on women.
Research has shown that the Covid-19 pandemic disproportionately affected working women, with female professionals shouldering more childcare and domestic responsibilities than men. Almost half admitted they had considered taking themselves out of the workforce altogether in 2020.
To mark International Women’s Day this year, we helped LinkedIn raise awareness of this important issue, launching its first global IWD campaign – #WeCanDoIt. The campaign was designed to show how LinkedIn’s powerful global community could be mobilised to help and empower women most impacted by Covid-19, and encourage its members to have honest conversations about the pressure working women were being put under.
To highlight the issue with media and build momentum, we helped LinkedIn partner with educational charity The Female Lead, to commission an international survey of over 20,000 working professionals to explore entitlement in the workplace. The research introduced the world to the phenomenon of ‘The Entitlement Gap’, highlighting how social conditioning left women feeling less deserving than men and the impact on their careers. This research, in addition to LinkedIn data showed the greater vulnerability of women’s jobs, formed the news story for the campaign, launching ahead of IWD to secure a drumbeat of global media coverage.
Central to the brand campaign was an emotive film created by VCCP showcasing inspirational stories of seven women around the world. The film showed real women telling their accounts of the doubts, fears, and vulnerabilities they experienced during the pandemic and explaining who in their community gave them the confidence and support.
Our launch in the UK generated coverage in top-tier media including Sky News, Metro, Stylist, and Cosmopolitan. Additionally, the campaign was activated across 10 markets generating almost 900 pieces of coverage in some of the world’s most influential and opinion-forming media.
The campaign drove record levels of engagement and conversations, both on LinkedIn and in the media, raising awareness of the impact of the pandemic on working women.
This was a
Project for LinkedIn