SHORTLISTED: NOT-FOR-PROFIT; HIGHLY COMMENDED: SOCIAL IMPACT
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.