Make it about more than statistics and show the real people behind the numbers.
We wanted the video to feel as human, vulnerable and important as the topic at hand. So, we made African women the focal point of the video, giving the statistics a real face. All in all, authenticity was key.
As we aimed to move our audience and evoke empathy, we worked closely with colleagues from our Johannesburg office who provided invaluable insights and advice that influenced the video’s tone, feel and content. They led the production and delivered the footage to us in Brussels, where we edited and finalized the project — including activating the social campaign.
We helped raise a different kind of awareness that led to a different kind of commitment.
“Pasamos a la mesa sobre #género con una interesante presentación de @CecileVernant, de @dsw_intl, quien insiste en la necesidad de transversalizar la igualdad de género en la #EUAfricaStrategy La existencia de marcos legales no es suficiente. Necesitamos que se implementen.“
Soraya Rodríguez, Member of the European Parliment (via Twitter)