#MyRealCareerLine The Women's Foundation

Overview

Sexism and gender inequality are problems the world over. In Hong Kong, though, they’ve entered the language. The most commonly used term for a woman’s cleavage is ‘career line’, which demeans women and devalues their success by associating it with their appearance, rather than their talents and capabilities. 

This campaign for The Women’s Foundation tackled the problem in two phases. First, to spark a debate around sexism and inequality in the workplace, we set up Career Line Cosmetic Surgery. Targeted Facebook ads provoked the outraged reaction we’d hoped for. Then, at a press conference, we revealed the #MyRealCareerLine message. Our online film featured some of Hong Kong’s most famous female icons sharing the qualities that drove their success, before ripping a ‘career line’ poster in two.  It led people to our website where they could create their own #MyRealCareerLine message. 

The campaign made the front pages and sparked a huge conversation online. The general public, politicians, celebrities, CEOs, media owners, student bodies, and Hong Kong’s biggest employers all showed their support and shared their own #MyRealCareerLine messages. 

Awards

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2017 D&AD Impact

Diversity & Equality - Community / Wood Pencil

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2017 Spikes Asia

Digital - Integrated Multi-Platform Campaign (Online & Offline) / Bronze

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2018 One Show

Social Influencer Marketing / Multi-Channel / Bronze

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2017 Kam Fan Awards

Integrated – Best Integrated Campaign / Bronze

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2017 Kam Fan Awards

Direct – Direct Campaign – Best Integrated Direct Campaign / Bronze

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2017 Kam Fan Awards

Media – Media Campaign – Best intergrated Media campaign / Bronze

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2017 Kam Fan Awards

Media – Media Single – Best use of Stunts / Silver

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2017 Kam Fan Awards

Cyber – Digital & Interactive & Mobile – Social Single – Social Purpose / Bronze

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