#ImYourAlly
For international Womens Day 2023, concerned by the rise in online misogyny particularly amongst teen boys and younger men, Aurora asked them to speak up for the women in their lives.
International Womens Day can often seem like women speaking to other women. This is great, but we knew what we really needed was for men to speak up - to be our allies , to change the narrative - and do see their role models and peers doing this.
In advance of IWD2023 Aurora devised a campaign to counter the sadly prevalent misogynistic narrative on social media, focused on younger men (16-35 year olds).
Without client or budget we created an initiative for social good.
Our goal was to flood the internet with positive content about women directly from men, to inspire others to be male allies.
Worldwide we reached 8 million people
A pro bono self initiated idea, we mobilised a social viral campaign, with the support of major influencers including Tony Bellew and trans activist Jake Graf amongst others. With them seeding content to their audiences, the campaign gained rapid traction and went viral across TikTok and Instagram.
The response we saw was incredible. Overnight, across the globe, young men shared their stories of inspirational women to hashtag #ImYourAlly across social media. Creating and posting 1000s of pieces of content. Industry leaders sat up, paid notice and got involved, as the campaign brought in male leaders and endorsement on Linked In, even inspiring other agencies thinking.
