03 Mar Sefiani rebrands power to bring more women into public office
In March 2021, UN Women Australia released data stating global gender equality is still 100 years away, but “together we can make it 10 years”. Women for Election (WFE) and UN Women believe this can be achieved with more women in politics. Sefiani was briefed with an integrated agency group, to raise WFE’s profile and encourage more voting/consideration for female candidates.
Working pro bono, we conducted analysis of media reports about women in politics and found: gender inequality is top of mind, lack of awareness around why women are needed in parliament, conflicting narratives on quotas, and misogyny.
It was time for WFE to “rebrand power”.
Sefiani looked holistically at those influencing power: who and what drives it, who is leading the mobilisation of women, speaking to this audience, aligns with our goal and overall empowers. These people and moments were our targets for driving the conversations about women and power more broadly.
We tapped into important cultural moments unfolding in the public eye. With women mobilising off the back of politically charged decisions and announcements, we strategically inserted Licia and WFE into key conversations.
To roll this campaign out and elevate the conversation on the role of women in politics, the integrated agency group developed a three-phase approach:
PRIME (Nov21): PR-led introduction of the benefits of more women in politics. Started conversations with research, newsjacking the Kate Jenkins report, landing Australia-wide media coverage.
PROVOKE (Feb22): Capitalised on the politically charged environment ahead of the Federal Election, sparked conversations and coverage on getting more women into politics and supported the TV and OOH campaign launch across print, earned and social. Alongside earned pitching, Sefiani targeted people of influence to raise awareness through socials and drive people to a dedicated microsite and hashtag – #powerlikeyouveneverseen
We achieved widespread cut-through in positive high profile media coverage, social engagement and influencer support: 718 positive stories from Nov-Feb contributing to:
- Over 81M total media impressions
- 100% WFE website traffic increase
- Arranged meeting with NSW Premier to discuss campaign
- Support from key political figures (Tanya Plibersek) and organisations (GIWL) on social media.
The campaign continues.