The document provides a creative brief for a HeForShe campaign to promote gender equality. The campaign aims to reframe gender equality as an inclusive issue that engages men. The target audiences are men, boys, women, universities and UN bodies. The tone should be non-traditional, credible, and inclusive. The key message is that empowering women benefits all of humanity. Supporting facts from the World Economic Forum highlight ongoing gaps in political and workplace gender equality.

1. Haseman 1
HeForShe Creative Brief
PROJECT BACKGROUND
HeForShe is a cohesive movement for gender equality. The movement strives to position gender
equality and women’s empowerment at the heart of the global agenda through use of an inclusive
approach that recognizes the crucial role of men and boys as partners for women’s rights.
ADVERTISING OBJECTIVE
Create a new campaign to promote awareness of the movement and its advancement of gender
equality by reframing the discourse of gender equality to that of an inclusive platform, engaging
men and re-engaging youth. Destroy the preconceived notion that feminism isn’t for men.
TARGET AUDIENCE
Men and boys, women, UN bodies, universities. We want the audience to abandon preconceived
notions on this issue and to be mobile agents of gender equality. Engage with men and boys to
take up this mantle as it benefits themselves and women in their own lives as well as across the
world. Universities’ diverse youth represent a great opportunity for accelerating progress toward
the achievement of gender equality and ending violence against women.
COMPETITION
Any organization or individual opposing HeForShe’s goals and what it stands for. However,
directing hate at such people is not a focus or objective. Other organizations with the same goals
are also not competition as they share the same sentiment and putting another similar corporation
down is hypocritical and counter-productive.
ADVERTISING TONE
Non-traditional, liberal, credible, earnest yet powerful, intelligent, non-hateful, inclusive
CONSUMER MESSAGE
When women are empowered, the whole of humanity benefits. HeForShe not only brings
awareness to gender inequality and violence in all forms against women, it puts responsibility for
change where it matters, and spotlights leaders who can make it happen. Download the Action
Kit. Make a gift.
KEY SUPPORTING MESSAGES
Confirmed findings from the World Economic Forum’s Global Gender Gap Report 2014
highlights a large current gap between men and women in terms of political engagement and
equality. It also highlights the little improvement in equality for women in the workplace since
2006.
MANDATORIES
HeForShe logo with call-to-action (web URL), celebrity backing (Goodwill ambassador Emma
Watson), magazine, online and cable format, two-year schedule, report to UN Women