Get a younger and more digital audience talking about the HeForShe Arts Week.

Transcription

1 Background & Brief Get a younger and more digital audience talking about the HeForShe Arts Week. The HeForShe Arts Week is an event that celebrates the social impact of art and culture. The event showcases a large variation of art that communicates the feeling and effects of inequality. However, even though it s important, Arts Week struggles to find relevancy and engagement outside of the Art scene. That s what we aim to solve.

2 People & Behaviors We need to show what the event is all about; putting equality on the agenda through art. Times are changing and so are the ways we communicate. To reach our target group we need to understand their behaviors and what they engage with on a daily basis.

3 Insight POETS. DANCERS. COMEDIANS. ACTORS. The HeForShe Arts Week invites all types of artists to participate but do they? AUTHORS. MUSICIANS. SINGERS. PAINTERS. FILMMAKERS

4 Insight Art is a way to express ideas and feelings. The internet culture has spawned a new way to do this, an artform that is not yet represented at the HeForShe Arts Week. Memes.

5 THE MEME OF INEQUALITY.

6 Idea Inviting the internet to memeify their feelings of gender inequality. THE FEELING WHEN The wage gap in the UK was 9.1% in WHEN YOU CAN T Through a simple website we invite the internet to share their stories of inequality as memes. The memes act as the core of the campaign and by collaborating with famous meme-artists we ll reach a broader audience. At the end, a selection of the most popular memes will be represented at the Arts Week in London, creating a clear reason to attend. IT IS PAYDAY 16% of men in the UK can t afford to go on parental leave. AFFORD PARENTAL LEAVE

7 The platform HEFORSHE INVITES THE INTERNET TO MAKE MEMES OF INEQUALITY TELL YOUR INEQUALITY STORY WITH A MEME Share your story of inequality as a meme. On the website visitors can create and share their own meme. In relation to the meme creator we ll list facts about inequality to spark inspiration. The initiative is activated through media outreach and publications in own channels. THE MEME OF INEQUALITY. Memes is a great way to convey emotions and ideas. Usually they are funny and based on that we recognize ourselves in them. But inequality is not a joke, but it s something that everyone experience everyday. Both men and women. YOUR TEXT HERE GENERATE YOUR MEME. YOUR TEXT HERE That s why we ve created this tool to help you make memes that communicate the feelings of inequality. The best pieces will be displayed at HeForShe arts week. FACTS ABOUT INEQUALITY

8 The activation With the help of meme artists, meme stars and thought leaders. To kick-start the creation of inequality memes and generate early visibility for the campaign, we ll collaborate with meme related people to create content and sub-stories to activate further. The user generated memes will act as material for media to use as click-friendly articles. 10 MEMES TO SHOW INEQUALITY. THESE MEMES SHOW THE FEELINGS OF GENDER INEQUALITY

9 Tactics & Activation AN EXHIBITION - OF USER GENERATED MEMES An exhibition of memeified stories. Naturally we ll talk about and showcase the user generated memes alongside their statistics at the Arts Week. Generating more spread for the stories by truly showing that we acknowledge the meme as art. Ultimately creating a new reason to participate during the week. ARTS WEEK RECOGNIZE THE CULTURAL IMPACT OF MEMES

10 Summary By memeing for the greater good we reach a new audience, get them involved and show that the HeForShe Arts Week is for everyone. By adapting our messaging to reach a new target group we activate a new type of artists to generate buzz around the Arts Week, showing that the week is a place where all initiatives and art against inequality is welcome. THE MEME OF INEQUALITY.