The Clinton Foundation

How do get young people to care about an old issue?

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Make it culturally relevant

In 2015, the Clinton Foundation’s No Ceilings initiative released a comprehensive report on women’s rights over the last two decades. Its conclusion was clear: when it comes to gender equality, we’re not there yet. The foundation wanted to promote the findings to young millennials. There was just one problem: gender equality wasn’t really something young millennials were concerned about. We knew if we wanted to get this generation’s attention, we would have to do something bold. So we took the message to them, everywhere, all at once.

The Idea

On International Women’s Day, we partnered with more than 20 brands and dozens of actresses, models and celebrities to remove women from media—from billboards to bus shelters to iconic magazine covers such as Vogue, Glamour, Self, Allure and W - and replaced them with the URL Not-There.org.

Invisible PSA

To draw an even bigger audience, we enlisted the help of Jenny Slate, Padma Lakshmi, Sienna Miller and Cameron Diaz, who all purposely did not show up for the cause…

Online, we asked influencers to replace their profile pictures with blank silhouettes in order to drive buzz and traffic to the report.

Over 300 influencers spread the world via social media, resulting in over 25,000 tweets. And in the first week alone, over 200,000 people engaged with the data bringing women and girls one step closer to getting there.