This is Not Working Campaign

Ending Gender Based Violence in the Workplace

More than a third of the world’s countries have no laws protecting women against sexual harassment in the workplace — leaving as many as 235 million women vulnerable to harassment or abuse without legal recourse. That is the horrifying stat that was delivered to us from CARE when they came to us looking for ways to leverage the power of social media to connect women (and concerned men) around the world in support of safe places to work for all women.


The Challenge:

Develop a global social activation to drive awareness and support against gender-based violence in the workplace. The social activation will target the “global North” to galvanize them in support of ending GBV in the workplace around the world, with particular focus on domestic workers in Latin America, factory workers in Asia and agricultural workers in Africa.


The Solution:

Working closely with Melissa Noble (copywriter) we developed the #ThisIsNotWorking which serves as an umbrella over several issues (violence in domestic, factory and agricultural settings) and calls-to-action (sign a pledge, support ethical consumption). The hashtag campaign was launched in March 2018 at the March for Women event, and will extend over the coming 2-3 years as local interventions and global advocacy efforts continue.


Role: Conceptual Creative, Senior Designer

Client: CARE