Computer Arts - - Special Report - by The Part­ners www.the-part­ners.com

Pro­duced for in­ter­na­tional chil­dren’s char­ity Their­world, #RewritingTheCode is de­signed to chal­lenge ‘em­bed­ded val­ues’, and change at­ti­tudes and be­hav­iours that pre­vent girls and women from ful­fill­ing their po­ten­tial. Equat­ing th­ese in­built so­cial prej­u­dices to the em­bed­ded code that de­fines the dig­i­tal world, The Part­ners de­vel­oped a vis­ual metaphor to re­veal the hid­den mes­sages be­neath seem­ingly in­nocu­ous ev­ery­day lan­guage.

De­spite zero me­dia spend, #RewritingTheCode achieved a Twit­ter reach of 21 mil­lion on launch day, with 2.4 mil­lion global im­pres­sions for its dig­i­tal ads and an es­ti­mated to­tal reach of over nine mil­lion adults. It also fea­tured in 22 UK print pub­li­ca­tions.

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