The Challenge
In every corner of the world, women, girls, and trans people are full of power. But too many institutions are standing in the way, or not moving fast enough to deliver the social and structural changes that we all deserve. Equality Fund, the most ambitious self-sustaining fund for gender equality in history, reached out to Yulu to develop its 2024 campaign strategy for International Women’s Day to progress impactful change.
The Strategy
Following a deep discovery process, Yulu developed an integrated global strategy that celebrated feminist wins throughout history, centered how feminist wins are for everyone, and invited new folx to join EF’s community. The trilingual and accessible strategy, headlined #MomentToMove, encompassed two landing pages, creative social media tactics, a 90-second hero video with 30-second break downs, designed conversation cards to spur engagement, Google Search and social ads, earned influencer relations and toolkits, and key measures for success.
The Results & Impact
In record time leading up to International Women’s Day and for one month following, Equality Fund developed and launched its landing pages, videos and conversation cards using Yulu’s strategy in three languages and with accessibility for people with disabilities in mind. The execution roll out included engaging polls and enriched PDFs across four social channels, micro-targeted Google Search and X (Twitter) ads, and influencer posts.
“Yulu is a highly responsive team that was dedicated to understanding Equality Fund's needs and objectives. They offered valuable insights for our first foray into Digital Partnerships and Google Ads and were instrumental in helping us navigate these new areas effectively!”
