The United Nations HeForShe (#MorePowerfulTogether) campaign was a pro-bono PR & Social initiative that reignited momentum and rekindled global dialogue for equal opportunity and gender equality. The campaign stretched worldwide and emphasized HeForShe’s global solidarity movement – all while generating widespread, positive social media engagement, and increasing site traffic to HeForShe’s owned social channels. With no budget and very limited resources, our plan was to navigate the clear need for a simple, yet bold, creative idea.

My involvement in the campaign was to serve as lead Art Director, designer and execute all of the social media graphics including the ones featured below. I also lead the design and execution of all presentation materials and reviewed and art directed video compilations of the global campaign.

World Partnerships

To launch the campaign, we partnered with iconic buildings and landmarks around the world, which stood in solidarity with the campaign by powering down half their exterior lights on a single day to demonstrate the power lost when women are not included, and therefore, the potential power gained should that change. The bold symbolism firmly created awareness in a powerfully visual campaign to ignite feelings of curiosity and inspiration from key audiences around the world.  This first activation was a heroic visual moment, aimed at driving widespread consumer-focused media attention, reinforced by a celebrity spokesperson and influencers to boost the reach. It was timed strategically, to raise awareness and reignite interest in HeForShe during the week of the annual UN General Assembly in New York in 2018.