22 Jun HONEY WINS CANNES LION AWARD FOR CREATIVE WORK WITH HASAN & PARTNERS 🦁
Together with our Finnish friends, Honey has nailed it in Cannes this year.
“Tell the world about it.” That was the message from hasan & partners’ creative director Tobias Wacker when he briefed us on the Sheboard campaign, created for humanitarian organisation Plan International Finland.
So we did.
Sheboard is a virtual keyboard for boosting girls’ confidence that uses predictive text to suggest gender-neutral language. It received media attention all over the world; in more developed, relatively equal countries, and in those where girls’ rights are neglected. From Finland to Turkey, Australia to India. Editorial reach was more than 712 million across consumer, business, tech, social and trade media – from the London Evening Standard to Business Insider, Trendwatching to NowThis.
The Next Web asked: “Sheboard raises an interesting question: if we change our use of language regarding young girls into one that emphasises strength and capacity, will it change the way they think about themselves?”
The concept came from Katariina Harteela, a junior creative at hasan & partners, and PR played a vital role in her idea reaching a global and diverse audience. Today the campaign was recognised by the industry’s most prestigious awards and we are fighting over a very desirable bronze Cannes PR Lion and beaming like Cheshire cats.
Why is Sheboard so important?
Research shows that we talk to boys about their abilities, skills and potential and to girls about their bodies and feelings. A study confirms that by the age of six girls are more likely to think that boys are smarter and believe that men will do better.
The Sheboard app, supporting videos and successful PR campaign will play a role in changing that.
We’ve added a new track to our Spotify playlist for today and we’ll be playing it loud and proud, on repeat, in celebration… “I am woman hear me roar …” Appropriate words for the occasion.