Winning Gold at The Drum Awards for PR International is the Lego Group for More than Perfect. Here is the award-winning case study from the agency Exposure London.
Girls as young as five are having their creativity hampered by the pressure of perfection which limits their willingness to experiment, take risks and even explore creative careers. Over three-quarters of girls aspire to work in male-dominated creative industries, according to research by the Lego Group.
With this insight, Exposure London was tasked to address how to shift parental behaviour and cultural perceptions born out of deeply entrenched gender stereotypes. The objective was not only to raise awareness of this bias but also to inspire and equip parents and teachers with the tools needed to help change girls’ futures. With no paid media, the agency had to find a way to punch above its weight.
Brief
The campaign was built on the Lego …