Hope for our Daughters

Focus Films - Suffragette

Brief

To create a buzz on social to work hand in hand with the global launch of the movie. The message had to portray female injustices and differences in equality.

Insight

Injustices against women are still happening around the world, even after a 100 years.

The Idea

We created a two step campaign, a social video to cut through the feed and a social challenge that tails it. In this video we ask a number of young females claims on gender inequality, all they had to do was answer if they felt those claims were current or from the long old past. It’s hard to say that all the stats were current and when the girls found out, they were stunned as stunned as we were.

The social challenge encouraged the public to post their own “hopes” on social media (Insta & FB) with the hashtag #HopeForOurDaughters. Focus Features donated $1 for every post made to Equality Now (an NGO focused on achieving “legal and systematic change that addresses violence and discrimination against women and girls around the world”).

the social video

The premiere of the movie

We asked the people of focus films and the people who made the movie to send out a powerful message on the “big night”. We asked them to write their own “hope” and have it ready when they get to paparazzi area. We had everyone from the actors (plus a few other random high profile people) to the funders joining in.