Edelman London

ABOUT


• 85% of women globally have suffered or witnessed online abuse
• 92% of women report that online violence harms their sense of wellbeing
• 35% have experienced mental health issues due to online violence

Images of women’s bodies are frequently stolen and used without their consent. It’s almost impossible to get them taken down.

The United Nations Population Fund (UNFPA) wants women to be safe and protected online.
They wanted a campaign to increase public education, raise awareness of the issue, and drive digital activism.

Objectives:
• Raise awareness
• Mobilize Gen Z and other activists around online rights
• Create a new language or framework to help individuals protect and assert their rights online
• Put pressure on governments and tech companies to address issues of online violence and non-consensual use of people’s images, through their policies and actions

INSIGHT
Trying to get unwanted images of yourself removed from the internet is almost impossible.

But copyrighted materials (e.g company logos and licensed music tracks) are heavily protected, with legal penalties for misuse and swift removal of content by digital platforms.

IDEA
Copyrighted materials currently have more rights than women do over their own bodies.
So we launched “ⓑodyright”—a copyright symbol for the human body.

The ⓑodyright symbol could be downloaded and added to images, allowing people to “ⓑodyright” themselves.

The accompanying petition put pressure on tech companies and key decision-makers to make change.
To launch the campaign, award-winning spoken-word poet Rakaya Fetuga issued a call to action for governments and tech companies in an online film.

A campaign toolkit enabled influencers and members of the public to download the ⓑ logo onto their images and upload to social.

UNFPA Goodwill Ambassador Ashley Judd posted the ⓑ onto her Instagram feed, leading to Sharon Stone organically asking how she could join and share the movement.

Deja Foxx, Rita Ora and Meadow Walker all published content on their social channels expressing their support. This led to Paul Walker’s Instagram page sharing Meadow’s post – further amplifying the ⓑodyright message.

We worked with Global Citizen to launch an online petition asking governments and tech companies to take responsibility for online abuse. This allowed members of the public to get involved and have their voices heard, while putting pressure on governments and tech companies to address the issue.

Impact:
- Petition: 24K+ signatures

Reach:
- 1.2B Global Reach
- 5.3K Mentions
- 79.1K Engagements
- Picked up by: MSN (202.9M reach), Mail Online (41.8M reach), Milliyet (13.1M reach), NDTV (38.4M reach)
- Activated across US, EMEA, Latin America and the Caribbean, Asia and the Pacific

Engagement:
- Shared by Ashley Judd (532k followers), Deja Foxx (47.8k followers), Meadow Walker (3.6m followers), Rita Ora (16.1m followers), Sharon Stone (2.9m followers) and Paul Walker (14.3m followers)
- Highest rate of engagement – US (28%)
- Webpage results broke UNFPA records:
o 1.2M+ website views
o 84 seconds average dwell time
- 24.8K campaign film views

Coverage:
- 532+ coverage pieces
- Highlights: Teen Vogue, AFP (28 global titles), Independent and France 24
- Broadcast interviews: Cheddar, Newsy and BBC Radio 4’s Today

MADEIT CREDITS

  • UNFPAClient
  • Emily PortugalSVP Business Development
  • Emma ZadravetzProject Director
  • Frederica SaundersAccount Director
  • Jamie CordwellECD
  • Jodie PalmerSenior Account Manager
  • Joshua LipworthProducer
  • Karin RobinsonStrategy Director
  • Lauren GraySVP
  • Martin NorebyACD Art Director
  • Max TysonAccount Executive
  • Sarah TeitelmanSenior Media Executive
  • * Edelman
  • * Joey JamesonProject Director
  • * Simon LublinACD Copywriter
  • * LUCIE HACKMANHead of Production
  • * Mattias RongeCCO
  • * Esin CittoneCreative Director
  • * Stefan RongeCCO
Annual 2022 SilverBodyrightSocial Good Project featured: on 11th May 2022 Contributor:

Edelman has been a Contributor since 1st February 2018.

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