We worked with WMG and a group of over 50 global, regional and national partners, including INGOs, CSOs and grassroots movements to generate and disseminate data on the biggest policy priorities for women and gender-diverse people post-COVID-19.
Problem
WMG needed support to conceptualise an alternative to their usual annual march for January 2021 due to the pandemic. They wanted an equally powerful way for their Chapters to lead women and gender-diverse people around the world in a united statement to decision-makers that gender equality can’t wait any longer.
Objectives
Conceptualise the campaign, mobilise WMG’s local chapters, create a network of international partners, form a Steering Committee, launch the campaign; manage its communications and promotion to collect responses; digest and pull learnings from the data; follow-up communications of the results to push for action and policy/ funding changes.
Approach
The team developed the Global Count campaign, the concept of which was for women and gender-diverse people to take a survey about what areas of gender equality were most pertinent to their lives and communities, instead of marching that year. This required mobilising WMG’s local Chapters around the world, forming a Steering Committee of aligned gender organisations to help design the survey, an additional 50+ as supporting partners to distribute it across world regions and experts in data to help design the survey to best gather the necessary data.
Outcomes
Through targeting ad spending, we obtained over 30,000 responses from over 170 countries. We translated the findings into compelling, evidence-based messages and creative and worked with WMG Chapters and partners to support their national advocacy efforts. We successfully secured coverage reaching an audience of millions through a media partnership with Vogue, which included pieces in Vogue’s regional branches in Italy, Germany and India; a UK partnership with Stylist; a partnership with African Media Agency delivering coverage in outlets incl. Daily Trust and BellaNaja, an opinion piece in Devex for a sector specific audience. Regionally, we worked with local journalists to tailor the Global Count to issues the poll showed us local women care about, resulting in pieces such as a Manchester Evening News interview, a profile in the Sunderland Magazine and a call out in Canadian outlet NarCity. We also secured support from Sheryl Sandberg (Facebook), V Ensler (Author and Activist), Munroe Bergdorf (Activist and Model), Nelson Chamisa (Zimbabwean Politician and President of the MDC Alliance), Charles Booker (US Politician) and Vimbai Mutinhiri Ekpenyong (Zimbabwean TV Host).
