#BreakTheStereoType
THE BRIEF
To create awareness of the PPS brand promise “Success is better shared“ amongst professionals, connecting emotionally to build brand favourability and a long-term pipeline of potential customers.
SOLUTION
By contrasting disempowering phrases with strong women and their professional titles we flipped the stereotypes used to devalue women to highlight their invaluable contribution instead.
RESULTS
Over 200 000 people across the world added their voices to the campaign.
Over 40 million estimated organic social media reach.
Sparking a social media movement in Russia
The campaign was picked up and recreated half way across the world
Recreation of the Campaign by users on Social in Russia