THE CHALLENGE
shEqual is an initiative of Women’s Health Victoria and is the first coordinated effort in Australia to promote gender equality and address the drivers of violence against women in the advertising setting.
Recently shEqual commissioned research into understanding what gender equality currently looks like in Australian advertising and to explore the positive, progressive portrayals of gender in the space. They wanted to find a way to showcase this research in an engaging and meaningful way, which is where we came in.
The solution
We were tasked with creating ‘Make it shEqual’ a 5 part podcast series empowering advertising to get equal, hosted by Sarah Davidson. We planned and scripted 5 incredible episodes that included:
Insightful conversations with industry leaders and experts.
An exploration of what Australian consumers actually want to see.
Addressing what it looks like to go beyond the diversity tick to show depth of character and point of view.
Interviews and case studies from the brands who are leading the way in authentically representing women and gender diverse people in ads. Exploring how the approach they are taking, benefits the bottom line.
The campaign strategy: We chose an omni channel campaign approach and designed a content plan to reach and meet the target audience segmentations where they were at.
Complementary assets were derived from the podcast and distributed across Instagram, Facebook and LinkedIn organically and as Meta Ads.
We knew that in order for this podcast to be both engaging and a piece of content that resonated with the target audience we needed to carefully select an incredible guest lineup consisting of individuals with vast and varied experience in the space.
We chose guests who were industry experts but also personalities who are well known in the advertising and related industries to increase the reach of the project. In order of Podcast episode appearance:
Episode one: Senior Project Coordinator for shEqual and Gender Equality Specialist, Rebecca Morgan, Regional Creative Head of Kantar Insights, Irene Joshy, Respect Victoria CEO, Emily McGuire and AFLW Star, Darcy Vescio.
Episode two: National Marketing Manager at Coles, Alex Piercy and Personal Branding expert, Keynote Speaker, Consultant & Mentor Rosie Chong.
oshy, Respect Victoria CEO, Emily McGuire and AFLW Star, Darcy Vescio.
Episode three: Hilary Holmes of Holme Beauty and Manager of the shEqual program at Women’s Health Victoria, Lauren Zappa.
Episode four: Phoebe Sloane, a Senior Copywriter at Clemenger BBDO and Olivia Alatavilla a Director at The Producers
Episode five: Founder and CEO of Bullfrog Media, Dalton Henshaw.
This impressive roster of guests dedicated two days to breathe life into this project. Each member of this thoughtfully curated assembly of guests contributed their distinct experiences and invaluable insights, enriching the project's depth and diversity.
Many thanks to James and his exceptional team at Purpose Productions for their collaborative role in executing this project.
KEY OUTCOMES
After posting the campaign assets to instagram, we saw an increase in reach exceeding 1000% and an increase in accounts engaged by 600%
Our ads campaign reached 183,000 people with a click through rate of 7.6%
This campaign goes beyond initial results; it serves as evergreen content for future reference. We've created an Instagram stories highlight and a pinned post for the podcast, ensuring continued engagement and attracting attention long after the campaign concludes – a true testament to the enduring impact of podcasts.
A huge thanks to the team at The Meaningful Social Club for their work in delivering our Make It shEqual Podcast. The success of this project would not have been possible without their expertise, dedication, and energy they brought to every stage of the process. Through their digital content strategy, we saw an 1800% increase in new Instagram followers, and our podcast trailer reached over 63K plays. Working with the MSC team was an absolute joy!
— Georgina Nix - shEqual
We engaged Meaning Social Club to support un in developing the Make it shEqual Podcast – they were professional, passionate and dedicated in their work and delivered an exceptional product.
— Rebecca Morgan - shEqual
Thanks to you and Nat for all your work on this! We all
feel so privileged to work on such a cool initiative and are so glad we
could do it with MSC given our strong values alignment.
— Lauren Zappa - shEqual
Podcast Trailer
We created a video and audio trailer to introduce the Make it shEqual Podcast. This Instagram reel has outperformed all previous video content on the shEqual Instagram account and is sitting on 64K views.
Make it shEqual Podcast trailer
SERVICES PROVIDED
SOCIAL MEDIA STRATEGY
CONTENT CREATION
ACCOUNT MANAGEMENT
COMMUNITY MANAGEMENT