*UNESCO Institute for Statistics, eATLAS of Gender Inequality in Education, May 2019
As illustrated by the statistics above, people living in developing countries are disadvantaged and lack the same opportunities that those of us in the developed world often take for granted. This is especially true for women and girls, who also have to battle gender discrimination on a daily basis.
Empowering women benefits the whole community, not just the individual. Educated women help to raise educated children and uplift their communities due to their knowledge and sense of purpose.
One of the most effective ways to break the cycle of poverty is empowerment of women through advocacy and education initiatives. The Edmund Rice Foundation Australia (ERFA) firmly believes that education is a key driver in empowering women and girls to build a better life for themselves and their community.
We partnered with ERFA to give them the tools and support they needed to organise a national Day of Giving to raise money to help provide education for these women and girls.
Focusing on empathy, our goal was to get the audience to put themselves in the shoes of these women and girls, imagining how different their lives and daily tasks would be. Using pink shoelaces as the campaign device – this was weaved throughout the visuals and also sent to ambassadors to wear and create user-generated content with to help spread awareness of the campaign.
This physical and visual device helped to consolidate the campaign name by encouraging donors to “put [their] best foot forward so that she can too”.