The Butterfly Effect
An International Women's Day campaign for Deloitte.
Naming | Campaign identity | Direction | Production
This International Women’s Day campaign for Deloitte was built on the concept of the Butterfly Effect - through which one seemingly small action can lead to significant and lasting change. Working with 12 women, illustrators and animators from around the world, to create 12 months of social content Deloitte challenged people to #BeTheButterfly through small, everyday actions all year round.
January: Challenge gender roles at work
February: Support women-owned businesses
March: Be a mentor to a woman or girl
April: Call trans women…women
May: If you see a woman trying to get her voice heard in a meeting, ask her opinion
June: Don’t talk about working mothers, talk about working parents
July: Call women’s sport… sport
August: Read books to children – and try swapping the genders
September: Go to watch films directed by women
October: Gender balance your bookshelves
November: Paternity leave. Encourage it. Normalize it.
December: Don’t call grown women ‘girls’
Awards
EVCOM Clarion
EVCOM Clarion