The Girls’ Network empowers the UK’s least advantaged girls by connecting them with mentors. They needed a Christmas campaign that could drive donations and earn attention.
Charity donations were down in 2020. But online shopping was up. So, we made The Empowerium – a mock online store designed to raise money. When users click ‘buy’ they get an error screen and ‘donate’ CTA. It’s witty, pun-filled satire, jam-packed with easter eggs.
The issue of gender inequality is well established. While many care about the issue, it’s become so commonplace that it’s lost its power to arrest or surprise. We had to shed new light on the issue or it would get lost in the Christmas noise.
The Empowerium is a mock online store designed to raise money. It ‘sells’ products as ridiculous as the concept of inequality itself, but when users click ‘buy’ they get an error screen and donation CTA. Simple. Snarky. Standout.
In 2021 we made the store real with a pop up at Coal Drops Yard in Kings Cross, London. We raffled off celeb-donated items and packed the store full of puns and surprises.
With no media spend, the campaign generated record donations. It was also featured in Glamour, The Big Issue & BBC.