Leading the fight for female literacy in Pakistan

Pakistan ranks 145th of 156 countries on the Global Gender Gap Report, and women often face barriers to basic education. On World Human Rights Day, Impact BBDO helped food company EBM demonstrate the future possibilities that education opens for girls by presenting two schoolgirls as newscasters on major news channels. During the broadcast, the girls discussed their own literacy journeys and, following the campaign, EBM introduced a policy of working only with schools that have an equal representation of female students.

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Building healthy workplaces by addressing mental health stigmas

In Brazil, 62% of workers have no mental health support provided by their employers, contributing to nearly 20,000 employees experiencing burnout and needing medical leave each year. To address this issue, the UN Global Compact Brazil network engaged InPress Porter Novelli to create #MenteEmFoco – a movement offering support and combating stigma around mental health in the workplace. With support from the Brazilian Society of Psychology and the commitment of the UN Global Compact, MenteEmFoco pioneered the creation of six other movements by the UN in Brazil.

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Raising Awareness of Bias in AI

The use of artificial intelligence (AI) has become widespread, but the issue of biased data inaccurately informing the technology remains. After testing an AI text-to-image generator and finding gender biases in image results, TBWA\Milan and Wired Italy created the B A.I. S campaign to raise awareness of bias within AI and advocate for stricter AI regulations.

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Humanizing those affected by suicide

Following years of COVID lockdowns and a cost-of-living crisis, data from the U.K. revealed that 125 people were taking their own lives, every week. With the help of adam&eveDDB, Campaign Against Living Miserably (CALM) and British broadcast television network ITV created “The Last Photo,” the largest-ever suicide prevention initiative designed to reshape the nation’s understanding of suicide and equip the U.K. population with the tools needed to help save lives. After presenting a two-day installation featuring 50 portraits of seemingly happy people in London’s South Bank, ITV revealed the true nature of the experience: the portraits were last photos of people who died by suicide. The primary goal was to kickstart a national conversation about the true nature of suicide. In that, it was an unprecedented success.

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Advocating for affordable access to women’s sanitary products

In Costa Rica, taxes on menstrual products cost one in five women nearly 30% of their weekly household income. PHD Costa Rica worked with Nosotras Women Connecting to raise awareness of menstrual product affordability, abolish high taxes on menstrual pads through legislation and place free menstrual products in public schools and prisons. PHD Costa Rica launched an integrated “PADvertising” campaign using pad-shaped signs with the message “Cambiemos la regla” (Let’s change the law/period). All materials urged politicians to enact change, and menstrual justice became the first new law discussed in parliament in 2023. The Costa Rican government has since abolished taxes on menstrual products and is continuing discussions to further safeguard women’s menstrual rights.

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Reframing stories and stereotypes of Indigenous women

Canadian Indigenous women are 16 times more likely to be murdered or go missing than any other group in Canada, and four out of five will experience violence in their lifetime. To combat sexist stereotypes that contribute to this violence, MUSKRAT Magazine and BBDO Canada engaged Indigenous historians, writers and artists for “Missing Matoaka,” which tells the historically accurate story of Pocahontas through an alternative audio track for the Disney film. Chiefs of Ontario, the Indigenous Women Council and educators across the continent hope to share “Missing Matoaka” with their communities and students and change the future for Indigenous women and girls.

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