Many women around the world don't have the power to choose how they live their lives. Amnesty International Australia asked us to communicate this is a relevant and modern way to gain the support of Australian women. We took our campaign to a place where Australian women exercise their right to choice every single day: Tinder.
We set up profiles which features the headline "Not all women have the choices you do" and other hard hitting messages which women were exposed to organically as they swiped through profiles. Each profile then clicked through to a campaign website where the user could sign up to show support. This was a world first and nobody had used the platform in such a unique guerrilla fashion before.
We picked up a host of awards for the project including winning the iAB creative showcase and a Webby.
MY ROLE: Creative Director & Head of Production || AGENCY: Circul8
