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PSA October 21

Boards of Change | City of Chicago | USA

Boards used to protect buildings during the Black Lives Matter protests were re-purposed to create voting registration booths making it easier to vote in predominantly black neighbourhoods in Chicago where there have been traditionally low turnouts. This led to a record number of registrations and votes. The boards are now on display at the DuSable museum of African American history

Go Equal | Go Equal Movement | Brazil

Marta is the best and most famous woman footballer in the world and top scorer in many tournaments. To highlight the inequality in pay and sponsorship money between men and women’s football she created a strong visual identity which she put on her boots and pointed to after scoring a goal at the World Cup. This created worldwide awareness of the issue which was also discussed at the UN.

Degree Inclusive | Unilever | Argentina

15% of the world’s population has a disability yet very few products are designed with that in mind.

Degree Inclusive is the world’s first inclusive deodorant made for people with visual impairment and upper extremity impairment co created by design experts, occupational therapists and people living with disabilities

Raising Profiles | The Big Issue/LinkedIn | UK

The Big Issue demonstrated how to change perceptions of those living in poverty through the power of social media. With sales decimated during the pandemic they re-created the vendor business model moving on-line and working with LinkedIn. Their vendors developed relationships with their donors online and use ecommerce to increase their sales by 335% and magazine subscriptions by 40%

Project Free Period | StayFree | India

Project Free Period gave sex workers in India the opportunity to learn the skills of a new trade on their free period days.  This meant that these women could use their only 3 days when they were not forced to work, to build opportunities for a better future. With a reach of 2.2bn, the programme has enrolled over 11.2 sex workers and is now being rolled out across India.

Invisible Petition | TBWA | Turkey

On March 20, Turkey withdrew from the Council of Europe Istanbul Convention, which protects women from domestic violence. This decision was met with protests in Turkey. Because only in 2020 409 women were killed. Many of these women had written petitions to the State Prosecution Office asking for protection, over and over again and were ignored. We Will Stop Femicide platform wanted to make this problem visible. The campaign was the most shared visual in Turkey of the past many years with 263 million media impressions and increased support for the Istanbul Convention from 39.5% to 53.4%.

Sleeping Flags | O.N.E | Ireland

The Tri-colour flag is traditionally known as a symbol of pride but O.N.E turned it into a symbol of homelessness.  They supported veterans who had run into difficult times, by making sleeping bags from the flags.  Traditionally the flag would not be allowed to touch the ground but O.N.E challenged the public to consider what mattered more, the flag or those who gave everything for it.

Bank on Equality | Scotiabank | Peru

Peru has one of the highest rates of the gender wage gap in Latin America. Scotiabank, one of the largest banks in Peru, made a public commitment to change this. With the help of Wunderman Thompson Peru, and on the occasion of International Women’s Day, Scotiabank surprised all its female clients who opened a Payroll Account on March 9 with an equal salary. Each female client received an additional 29.6% salary, equivalent to the gender wage gap in the country, with the bank's currency, Scotia Points, bonus points that can be used as real money to purchase or redeem on products and experiences.

Steal Our Staff | BECO | UK

Beco – the social enterprise that makes environmentally-friendly toiletries with an 80% visually impaired, disabled or disadvantaged workforce – is, with help from TBWA\London, inviting British businesses to steal its staff in order to raise awareness of the ‘Disability Employment Gap’ and disrupt employers’ outdated attitudes towards people with disabilities.

I Am | Starbucks | Brazil

In Brazil, trans people often suffer prejudice when they don’t have their new names on official documents. The process for legally changing names is expensive and bureaucratic, and the registry offices where it happens are intimidating environments for this community. At Starbucks, anyone who orders a drink at the counter has their name respected and written on the cup without question. So, VMLY&R decided to invite trans people to have their names legally changed in a place where they are always welcome. The agency transformed a local Starbucks into a registry office, and participants were able to leave the store with official documents in their new names – free of charge. The result was a seven-times increase in daily legal name changes for the city of São Paulo.

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