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We Speak

We Speak | Metro | Grey
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basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

In the media industry of Ecuador, the gender inequality problem related to the unbalance of expert voices quoted had not been taken into account by any media outlet. In this context, Metro Ecuador has become the first media outlet in the country to approach to the issue, accept the mistakes and publicly commit to be more equal everyday, by quoting more expert women and providing tools so any media outlet -including Metro- can reach the goal. WeSpeak is a solid statement that wants to make a positive impact on the readers and the rest of the industry.

Background

Women are marginalized in news. In fact, 80% of TV interviews are dedicated to men and only 23% of the expert sources that are quoted in print and digital news are female. In Ecuador, the numbers are even lower, as it is estimated that only 12% of expert voices quoted in newspapers are female. Metro, a global newspaper with distribution in 23 countries, wanted to change this.

Describe the creative idea (20% of vote)

We created We Speak, a platform that gathers expert women from different areas of expertise and makes them visible for journalist to quote them on their articles. To reinforce the campaign, we implemented an equality icon that measures and tracks the percentage of male and female voices, quoted as expert sources in Metro Ecuador.

Describe the PR strategy (30% of vote)

We wanted to reflect a reality that our readers didn't know. By recognizing that we are part of the problem and at the same time offering a solution with our database platform, we began to champion the fight for achieving gender equality. We set a precedent in the Ecuadorian media industry and became a reference for our readers and other media outlets with a positive message that was delivered through our own newspaper with a full-page commitment ad and the implementation of a quite meter that tracks and reflect the percentage of male and female voices quoted in our content.

Describe the PR execution (20% of vote)

First, we created our web platform by displaying our own expert female sources in the database. We immediatly enabled the option for any expert women to apply and join the database. To launch this initiative and make our readers and the country know about it, we ran a full-page ad in our paper, stating our commitment to bridge the gap on gender equality. On the same day we implemented an equality meter that tracks and reflects the percentage of male and female experts quoted in our pages. The meter is printed once a month.

List the results (30% of vote) – must include at least two of the following tiers:

We managed to raise the presence of female expert voices in our content from 11% to 33%. More than 160.000 readers were reached when we implemented the equality meter.
+4 million Ecuadorian professional women can be potentially validated in our web platform, to become expert sources for any medium.
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Cannes Lions International Festival of Creativity 2019
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