Aware singapore
MAKING ICONS more iconic
Capabilities:
Only 1 in 10 Singaporean women will choose other Singaporean women as their role models. With plenty of inspiring Singaporean women out there, we wanted to change that.
This is the story of how we got Singaporean women into popular culture by turning them into shareable online stickers - and reached more than 30% of the country in the process.
40
Women Icons
7M
Global GIPHY Sticker Views
2.3M
PR Readership (approximately
30% of Singapore)
During a research project, we uncovered that, when asked about iconic women, only one in ten women could think of a Singaporean woman. But that didn’t mean they didn’t exist. They just had a visibility issue.
Some people might have shared social posts and left it at that. We made GIPHY stickers.
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
To get Singaporean women into the cultural zeitgeist, we partnered with gender advocacy group AWARE and a host of female Singaporean illustrators to create shareable social stickers featuring 40 trailblazing Singaporean women icons. To make them discoverable globally, we hacked the most used tags around women empowerment online.
The women featured include Farzana Abdul Razak, who triumphed over a plane crash tragedy; Jeanette Aw, who made her mark in a male-dominated film making industry; and the Singapore Women Everest Team, whose members pushed themselves through the toughest physical conditions to make it to the top of the world.
Our GIPHY stickers travelled globally, reaching millions of people and helping these often overlooked women be seen.
All done on a media budget of SGD 2.5k.
