ABOUT

WACL is a high profile gender equality campaigning organisation which has been supporting women since 1923. The mentoring programme connects next generation female leaders with some of the women’s most experienced C suite leaders from the advertising and communication industry, inspiring and supporting women. It enables them to have a confidential and powerful platform to explore and discuss any barriers they may be facing in life and career – from confidence building, to navigating career growth. WACL had never created a fully integrated marketing campaign to support its work.

Idea:
To drive awareness of WACL outside London and amongst new communities and smaller agencies and brands, an awareness campaign for WACL’s Talent Sessions Mentoring Programme was developed.

We produced a film and supporting creative as an emotive exploration of the stories and personalties of a group of diverse WACL mentees, with a conversational feel, the narrative explores the journey of each person, who they are and who they have become through the WACL programme. The film was produced in black and white with dramatic cutaways over voice adopting subtle lighting techniques. The use of light represents going from a journey of darkness to light, a collaborative path of positive self discovery, knowledge and power. We wanted to demonstrate that becoming a leader doesn't have to be a lonely journey as WACL can offer powerful support.

The campaign featured a series of short films and a National DooH Campaign in all major UK cities featuring static and motion ads positioned across over 40 UK sites. Campaign tag: #LeadingForChange
 
Results:

The WACL Mentoring Programme sold out within 5 days after the launch 
of the campaign – This would normally take one month to generate registrations.

Broadest ever reach and awareness of the campaign reaching over 4.2m women across the UK - the Campaign also headlined in a number of PR outlets:

Campaign
PR Week
Marketing Communication News

Mediatel

Little Black Book

Mediashotz