We needed to increase the annual registration rate of new volunteers for Inspiring The Future, a UK-based charity that introduces working professionals to children in primary schools.
We discovered that male volunteers dominated certain professions and thought of ways to encourage more women to sign up to inspire young girls. To do this, we entered the cultural conversation around gender inequality and while there have been lots of focus on gender bias, no one was really talking about how it starts. As a result, we decided to do a social experiment and shed light on a crucial issue.
The campaign created ripples beyond the UK and reached different parts of the world. In a week, the film reached an audience of over 3.5m people with no budget for media, endorsements, or influencers, which led to an 88% increase in the annual registration rate. To this day, it continues to inspire schools around the world and other institutions such as the UN and the NHS.