LFG – Everywoman Studios

CHALLENGE

It’s 2023, and women are still paid less than men, even for those succeeding at the highest levels of sports. Just ask the U.S. Women’s National Soccer Team. On and off the field, women lack equal opportunity and equal pay — yet most Americans remain unaware of these persistent inequalities.

So we got to work. In partnership with Everywoman Studios, Change Content, Picture Motion, and Procter & Gamble, we launched #WhenWeValueWomen, a storytelling social media campaign designed to expand the impact of LFG, a no-holds-barred, inside account of the U.S. Women’s National Team’s ongoing fight for equal pay.

SOLUTION

Our goals were to create a digital home for education, storytelling, and empowerment and to make visible the previously invisible ways in which women are less valued and less compensated than men — both in sports and in society at large.

Using Instagram as our primary platforms, the campaign crafted a compelling digital presence to educate audiences around campaign pillars and encourage them to take action for gender pay equity. We also built an entire brand extension from the film, complete with its own visual identity and companion website. Partnerships with brand ambassadors (such as a former U.S. Women’s National Team player), influencers, and organizations such as the Tribeca Film Festival and Spotify brought our campaign message to new audiences.

RESULTS

The word got out. We helped our promotional partners reach over 1.1 million social followers, and we achieved over 2.2 thousand uses of the supporter toolkit, social posts, and digital actions.

And, tireless advocacy, storytelling and grit, on February 22, 2022, the U.S. Women’s National Team and the U.S. Soccer Federation announced a $24 million settlement agreement and a promise of equal rate of pay in all future contracts.

After the historic settlement agreement, we created a special series of Instagram posts designed to “interrupt the feed,” followed by an announcement of the victory and a reminder that this is just the beginning – for women and girls everywhere.