EIGE: Strategic communications and creative implementation

Develop and deliver a campaign linking gender equality to economic improvement. Put gender at the heart of EU Covid recovery plans and reflect the disproportionate impact the pandemic had on women.
Ursula Von Der Leyen, President of the European Commission, with the EU flag
EU President Ursula Von Der Leyen praises EIGE's Three Steps Forward campaign
In: Behaviour change, Communications strategy, Content creation and social media, Public sector, Projects, EIGE

EIGE promotes equality between women and men.

The EU agency is Europe's knowledge centre for gender issues. EIGE's mission is to supply data and evidence that helps end discrimination based on sex.

Europe's pandemic recovery plans made no mention of the importance of gender. This campaign set out to change that.

We came up with the concept: Three Steps Forward. This took inspiration from EIGE's earlier work. It had built-in momentum, while its simplicity gave it flexibility and longevity. We framed the slogan to inspire others to action.

From that, we developed a visual identity, key messages and communications strategy to reach a clearly defined audience. Continuous message testing helped us create impactful web copy, editorial, social posts and video.

Our work recognised that different policymakers in different countries respond to different messaging.

By profiling and segmenting EIGE's target audience, we were able to help adapt the campaign to suit multiple uses across Europe, while remaining faithful to the stated objectives. And deliver effective behaviour change.

The results

‌‌The campaign aimed to influence European policymakers. It made an impact at the highest level, winning support from President of the European Commission, Ursula Von Der Leyen.

EIGE saw a 33% year-on-year increase in visits to its website. And those new visitors were more engaged.

The team
🧐 Strategy: Chris Reed
✍️ Content Creation: Gareth Morgan
🎨 Creative Direction: Paul Wilkinson

Written by
Gareth Morgan
Journalist, editor and ex-rocket scientist. With 20 years in media leadership roles, Gareth spearheaded the shift to digital. Now, he helps organisations create content and comms strategies that work.
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