Catalyst

From Respected to  Awe Inspiring

 In 2019, unconscious gender bias is still one of the biggest, invisible barriers for women’s advancement in the workplace. Catalyst, the leading global non-profit focused on creating workplaces that work for women, is marking International Women’s Day (IWD) by launching a bold campaign to tackle this issue. The multi-faceted campaign, created by Burns Group, a NYC-based brand transformation company, aims to shine a light on the power of words and inspire people to #BiasCorrect by paying more attention to theirs

CHALLENGE

The truth is gender bias is so ingrained in society that it’s almost automatic, meaning even the most progressive among us can be guilty of it. The good news is once you learn how to identify your own unconscious bias, you can make a conscious choice to work against it. That’s why we created the #BiasCorrect Plug-In—a tool that helps you spot your own unconscious bias in everyday conversations, biases that are stopping women from achieving equality at work.

SOLUTION

We broke through the clutter of International Women’s Day with practically no media budget, creating a gender equality movement for Catalyst, with the world’s first #BiasCorrect Plug-In for Slack. This was no fleeting stunt - we leveraged technology and human stories with concrete tools for combating bias long term. Pre-launch we enrolled 60 boss ladies (from Hillary Clinton to Sheryl Sandberg to Sallie Krawcheck and more) to kick off the campaign as our primary "media" channel, ultimately garnering more than 185 million estimated impressions, culminating in being named one of the top 5 IWD efforts by Campaign US. 

RESULTS

35MM

Hashtag reach on Twitter

185MM

impressions

5

Top campaigns of IWD

 +2,076%

increase in Catalyst followers

115k

website visits on IWD from 89 countries

100's

Plug-in downloads by companies

Brand Foundations  | Big Idea | Social + Digital | Advertising  | Video + Production 

© 2019 Burns Group

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Penthouse

New York, NY 10011

hi@burnsgroupnyc.com

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