The HeForShe campaign was born out of a passion project. In searching for a client, we came across Elizabeth Nyamayaro at the United Nations. She wasn’t interested in the passion project, but as luck would have it, she was looking for a creative partner to develop a global campaign for gender equality.
I came up with an idea we called “HeForShe” which we described as a totally unique women’s rights campaign that would not feature women, but would instead speak directly to men. The Executive Director of UN Women, Phumzile Mlambo-Ngcuka called it “revolutionary” and it was officially launched on International Women’s Day, March 8, 2014.
On September 20th Emma Watson, in a role as a global ambassador for HeForShe, spoke at the UN kicking the completely digital and social campaign into high gear. In just two weeks, her speech generated 1.1 million Tweets from 750,000 different users, reaching a total of 1.2 billion unique Twitter users. To date, her speech has been viewed over 1.5 million times while over 190,000 men all around the world have pledged their support, a number that continues to grow. CNN also named it one of the 13 hashtags that changed the world in 2014.
A male-centric, celebrity PSA is currently in the works.