POVERTY IS SEXIST
DIGITAL CAMPAIGN

ONE asked Don't Panic to find a way to show audiences around the world that Poverty Is Sexist. So, we created a piece that threads together women from every age, background and nationality being held back and disadvantaged with a simple: “No.” This single word translates across borders, nodding to moments of insidious everyday sexism - like gender roles and sexism in the workplace - through to the issues faced by those who are most disenfranchised - like education, health care and connectivity. Ultimately, we united people by showing that none of us are equal until all of us are equal.

CLIENT: ONE.ORG

CAMPAIGN: POVERTY IS SEXIST

AGENCY: DON'T PANIC LONDON

ROLE: COPYWRITER

RESULTS

Using only one word of dialogue, we created a piece that resonated with people around the world. The day it went live it won Drum’s ad of the day. Within the first 24 hours, it hit a million views. And before the weekend, it had been covered by a wide range of media outlets ranging from The Independent all the way to Teen Vogue.

 

  • Over 2.6 million cumulative views (and counting) in the first week

  • Widely covered by the likes of The Independent, It's Nice That, Teen Vogue and The Drum (won Drum's Ad of the Day), and many others, including a notable share from Facebook COO Sheryl Sandberg

MY ROLE

I was part of this campaign from start to finish. I helped conceptualise this idea and was one of two script writers. I attended the shoot and edit days, weighing in on decisions from music to scene selection.