POVERTY IS SEXIST
DIGITAL CAMPAIGN

Global NGO, ONE, tasked Don't Panic London with bringing to life the concept that Poverty Is Sexist. The aim of the campaign was to show audiences that none of us are equal until all of us are equal.

Using just the simple word "no", we told the story of disadvantaged young girls and women from around the world held back from following their ambitions. 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, healthcare and connectivity.

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.