EIGE: Strategic communications and creative implementation

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 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.