The Women's Foundation Digital, Case study #Myrealcareerline by J. Walter Thompson Hong Kong

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#Myrealcareerline

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Industry Human Rights
Media Digital, Interactive & Mobile, Case study
Market Hong Kong SAR China
Agency J. Walter Thompson Hong Kong
Chief Creative Officer Simon Welsh
Associate Creative Director Daniel Funes, Max Fung
Art Director Ian Jahng, Edmond Leung, Jesse Lee, Szelok Wong
Copywriter Kiefer Mckenzie
Production Suchfilms
Director Budming
Released December 2016

Awards

One Show 2018
Social Influencer Marketing Influencer Marketing / Multi-Channel Bronze

Credits & Description

Client: The Womens Foundation Limited
Agency: J. Walter Thompson Hong Kong, Hong Kong
Entrant: J. Walter Thompson Hong Kong, Hong Kong
Idea Creation: J. Walter Thompson Hong Kong, Hong Kong
Media Placement: Facebook Hong Kong, Hong Kong
Pr: J. Walter Thompson Hong Kong, Hong Kong
Pr 2: Edelman Hong Kong, Hong Kong
Production: J. Walter Thompson Hong Kong, Hong Kong
Production 2: Suchfilms Ltd. Hong Kong, Hong Kong
Production 3: Seesaw Post Production Hong Kong, Hong Kong
Music Artist/Title: Http://realcareerline.hk
Chief Creative Officer: Simon Welsh (J. Walter Thompson Hong Kong)
Group Creative Director: Wilson Ang (J. Walter Thompson Hong Kong)
Associate Creative Director: Max Fung (J. Walter Thompson Hong Kong)
Art Director: Ian Jahng (J. Walter Thompson Hong Kong)
Art Director: Szelok Wong (J. Walter Thompson Hong Kong)
Art Director: Edmond Leung (J. Walter Thompson Hong Kong)
Art Director: Jesse Lee (J. Walter Thompson Hong Kong)
Copywriter: Kiefer Mckenzie (J. Walter Thompson Hong Kong)
Head Of Strategic Planning: Jocelyn Tse (J. Walter Thompson Hong Kong)
Strategic Planner: Anthony Chung (J. Walter Thompson Hong Kong)
Regional Account Director: Gemma Swinglehurst (J. Walter Thompson Hong Kong)
Regional Business Manager: Lico Lu (J. Walter Thompson Hong Kong)
Regional Business Executive: Stephanie Cheung (J. Walter Thompson Hong Kong)
Head Of Production, Technical: Kevin Shek (J. Walter Thompson Hong Kong)
Digital Producer: Mickey Yip (J. Walter Thompson Hong Kong)
Web Developer: Colloque Tsui (J. Walter Thompson Hong Kong)
Head Of Tv: Anthony Leung (J. Walter Thompson Hong Kong)
Assistant Producer: Pocky Chau (J. Walter Thompson Hong Kong)
Studio And Production Manager: Michael Sze (J. Walter Thompson Hong Kong)
Production Manager: Jimmy Pong (J. Walter Thompson Hong Kong)
Retoucher: Dick Chan (J. Walter Thompson Hong Kong)
Retoucher: Colin Chan (J. Walter Thompson Hong Kong)
Director: Budming (Suchfilms Limited)
Director: Carolyn Hammond (Edelman Hong Kong)
Associate Director: Daniel Fu (Edelman Hong Kong)
Head Of Edelman Intelligence Hk: Shilpa Sharma (Edelman Hong Kong)
Manager: Nicole Leung (Edelman Hong Kong)
Community Manager: Susan Ng (Edelman Hong Kong)
Head Of Creative Shop, Greater China: Kitty Lun (Facebook)
Head Of Public Policy For Hong Kong & Taiwan: George Chen (Facebook)
Website URL: http://realcareerline.hk
Social Media URL: https://www.facebook.com/sheco...
Supporting Webpage: http://www.awardmaterials.com/...
Describe the campaign/entry:
We built our campaign around a popular Cantonese phrase that neatly and uniquely encapsulates the whole issue. In Hong Kong, the most widely used term for a cleavage is "Si Yip Sin", meaning ‘career line’, a phrase which associates a woman’s success with her appearance rather than her education, talent and drive. This not only devalues women’s achievements, but makes sexism more permissible in the workplace. Our idea was to challenge the use of casual sexism and celebrate the real drivers behind a woman’s success, by redefining what a ‘career line’ really meant and launching the #MyRealCareerLine campaign. We partnered with an Olympic Swimmer, a YouTuber, an artist, an entrepreneur, a top lawyer, a Snooker World Champion, a student and others, who shared the real reasons for their success (determination, creativity, passion etc), before ripping up a ‘career line’ poster and encouraging the public to do the same.
Creative Execution:
For phase one, to highlight the problem with everyday sexism such as ‘career line’, we set up the (fake) Career Line Cosmetic Surgery. We created Facebook ads based on online quotes from recruiters and the media about how a more prominent ‘career line’ could boost your career prospects. These were targeted at women with an interest in women’s rights and provoked the outraged reaction we’d hoped for. Then, on International Women’s Day, The Women’s Foundation held a press conference revealing the real reason for the campaign and the #MyRealCareerLine message. Our film featured some of Hong Kong’s most famous female icons sharing the real reasons for their success before tearing up our ‘career line’ poster. On our website, people could create their own #MyRealCareerLine messages and share them on Facebook. You could also download the poster if you wanted to rip it up for real.
On a very limited budget, the campaign got over 900 million unpaid media and social impressions. The people of Hong Kong showed their support by sharing the film on Facebook and/or creating their own #MyRealCareerLine images, videos and messages. Politicians, newspaper editors, and other high profile celebrities, CEOs and bloggers shared videos of themselves ripping up the ‘career line’ poster and declaring their support. While media companies, student bodies and many of Hong Kong’s biggest employers also released group videos promoting our message. Even the city’s most popular website, who had previously uploaded three or four ‘career line’ videos a day, got behind the campaign. And the week after the launch, the South China Morning Post released a statement in which they apologised for a recent article that objectified women and announced they were reviewing their editorial policy.
We had three main target audiences and responses: To engage the people of Hong Kong, especially young working women and students, and provoke a debate. To target media companies (many of whom are obsessed with women’s looks and some of whom use the ‘career line’ phrase) and encourage them to promote a more authentic and rounded portrayal of women. To encourage companies and employers to stand up and show their support for equality, diversity and respect in the workplace. The campaign had to be built around digital as with a limited budget, we relied on social media, bloggers, influencers and news sites to spread the message. One problem we faced was that many people in Hong Kong saw no problem with the phrase ‘career line’, seeing it as a harmless joke. So we decided that before we started promoting #MyRealCareerLine we had to provoke a discussion on the problem itself.