Arts Week London

Eurobest Integrated Competition, 2017Honourable mention (4th place).
As part of the Eurobest Festival of Creativity, 23 creative teams from across Europe and the UK were given 24 hours to develop a creative campaign for UN Women’s HeForShe initiative.

The brief was to create a campaign for the HeForShe London Arts Week that raises awareness of the issue, encourages attendance and increases engagement, resulting in direct donations.

Essentially transforming a ZERO POUND BUDGET into something meaningful for everyone involved.

Donate Your Name

Removing the gender labels
that divide humanity

“What we share is more powerful than what divides us” — what we share is our humanity, but what still divides us, consciously and unconsciously, are the labels we have for ourselves; our first names.

Half the world is marked as a second class citizen by their frst name. To protest this gender inequality, HeForShe Arts Week is removing the labels that divide humanity. Asking everyone involved to donate their first name in solidarity to the cause, and encouraging the world to join in.

Driven by influential personalities and the talkability of them giving up their famous names for the cause, the movement encourages the everyday activist to get involved and donate, while spreading the message by removing their own name on social media channels and encouraging friends to join in.

Content to propel the conversation online featuring key influencers who’ve already stopped using their first name, such as J.K. Rowling and Grimes.

OOH solves the problem of zero media budget by using the space on the Art Week venues as a canvas.  Works by artists encourage the public to engage in the discussion on social.

OOH Stunt removing the names of notable London Underground stations to match the campaign.

Print leverages partnerships with The Guardian and The Telegraph to remove all first names from their publications during Arts Week, raising awareness and becoming the first ever genderless newspapers.