We are proud to announce our new interview series. Our goal is to share information and experiences on how people all around the world managed to activate people. What does it take? Why would one do it? And how is it done? There are so many ways to activate people, let us experience as many as possible.
This very first talk is with Mindshare, the Agency behind Dove’s Image_Hack campaign. Head of social, Mette Bierbum, was kind enough to answer our questions on how to activate people for a cause. Thanks for the insights, Mette!
Brandsoul: Why did you want to activate people?
Mindshare: We wanted to activate people, because we saw a need for change in the way that women are portrayed in the media landscape. Today, 7 out of 10 women (The Dove Global Beauty and Confidence Report 2016) believe that media and advertising set an unrealistic standard of beauty most women can’t ever achieve.
The way it started out, was by experiencing the difficulty in finding pictures in various image banks that actually portrayed women as strong, independent and equal to men. If we don’t provide the advertising industry with non-stereotypical images of women it’s going to be very hard to change the media land scape and this is why we started working on the idea, that ended with Image_Hack.
Brandsoul: How did you activate people?
Mindshare: We teamed up with photographers to make series of strong and independent women and then with brands, who wanted to use the images for advertising.
We launched Image_Hack the 8th of March, on Women’s International Day with our campaign film and a print ad for the BTB market in the Danish newspaper Børsen. We wanted to target the agencies and advertisers as they are the ones who can change the portrayal of women in advertising. In April, the campaign was mentioned on Adweek, which meant we got a lot of media coverage and even more attention from brands and photographers, who wanted to support the cause.
Brandsoul: What was the benefit?
Mindshare: We got a lot of media coverage which was important to get the message out. For me personally, this topic is of high importance, as I believe that we, as agencies and advertisers have a responsibility to portray women the way they should be portrayed: as strong and independent.
Brandsoul: How long did it take to establish the movement?
Mindshare: We got the idea in August, 2016. The project was very ambitious, as we not only wanted to show the problem within the industry but also to provide a way to fix it. Hopefully the campaign will inspire creative teams, advertisers and agencies to create new campaigns with the perspective of using non-stereotypical images of women in mind.
Stay tuned for more interviews on the subject on this channel. We are looking forward to more fruitful encounters.
Image: Pixabay CC0
Published 29.06.2017 © Brandsoul AG