Observed since the early 1900s, International Women’s Day (IWD) is not only about celebrating the social, economic, cultural and political achievements of women, but to use this momentum to spur action. Never has the call to think, act and be gender-inclusive in all settings been so strong within the public discourse, particularly within the construction industry.
To demonstrate its commitment to gender parity and showcase the important role women play in the company’s success, Kingspan Insulated Panels asked us to devise a short yet impactful 1-week digital campaign to be rolled out on the week of the global day.
It was vital that the campaign was a platform for women in the industry to share their personal experiences, sources of inspiration and ideas for a more equal future. To ensure the content not only came from the women themselves but also carried a true sense of their individual voices, we created a short questionnaire which could be emailed to all female staff members.
With a bit of refining and introduction from us, these were developed into six interview blogs which were uploaded to the inspiration and topical section of the Kingspan Insulated Panels’ website, FutureBuild Blog.
To accompany these pieces, we also generated short, high-impact social media posts for both Twitter and LinkedIn, using both the day’s hashtag #IWD2018 and the industry-specific #womeninconstruction, as well as the personalised #WomenofKIP.
Despite the campaign’s short length, the client was “super pleased” (in her words!) with what we had produced, and the social engagement and website traffic were clearly boosted with the content.
This campaign has also formed the basis of other work, such as editorial in technical publications, award entries and, excitingly, a full 12-month social campaign for International Women’s Day 2019, focusing on Women in STEM.