CASE STUDY:
The 100th anniversary of women's right to vote

THE BRIEF

100yrs women first image small

We won the tender for the 100 year celebration for Women’s equality and right to vote. The tender was given by the Danish Government and the Ministry for Children, Equality, Integration and Social Affairs. The government wanted the celebration to actualize what equality, democracy and community participation means for the individual citizens.

We built the campaign, together with Thinkhouse, from the bottom up with the development of the idea concept, planning, marketing and the execution of the celebration of the 100th anniversary of women's right to vote and stand for election.

THE SOLUTION

100 ambassadors 100 speeches 100 channels

We choose an influencer, ambassador and social media approach. Letting 100 selected Danes interpret the celebration, women’s equality, democracy and right to vote in a speech. Musicians, actors, comedians, journalists, broadcasters and a wide range of CEO’s from interest groups participated. All the ambassadors had to activate their own and the interest group or company they represented channels. Including both social media, websites, trade magazines, newsletters and so forth. Giving the visibility in places PR and advertising can’t reach in a more traditional campaign and making it the largest and widest ambassador campaign ever made in Denmark. To make the campaign even bigger, the celebration was pushed through a huge PR strategy including all traditional media.

The campaign was furthermore activated with a tailor-made show featuring a famous children’s TV host who went on tour around the country teaching children and their families about equality, democracy and community participation. A huge activity was held during the street party festival Distortion, with a music line-up and several of the selected ambassadors coming on stage and give their tribute to the constitution. The culmination of the whole concept was a 100-minute live broadcast celebration show on Danish Public Television (DR) on Constitution Day, with participation of the Danish parliament and government, the 100 ambassadors and the Danish Royal Family.

THE RESULTS

The campaign was a huge success. The analysis of the campaign shows that:

  • Two out of three Danes state to be aware that in 2015 we celebrated the 100th anniversary of women's right to vote.
  • The activities reached almost half of the Danes over 18 years, or about 2.3 million people.
  • TV was the broadest media followed by news media and social media. They each hit respectively 1.9 million, 1.5 million and 890.000 people.
  • 83% of the people exposed to TV indicate seeing the celebration show on DR. This is equivalent to 1.3 million Danes.
  • 1 out of 5 Danes believes they have seen at least one of the 100 speeches which listed corresponds to 900.000 Danes.