― EMPOWERING WOMEN WITH A SINGLE TWEET AT THE 3% conference.

― EMPOWERING WOMEN WITH A SINGLE TWEET AT THE 3% conference.

― EMPOWERING WOMEN WITH A SINGLE TWEET 3% conference.

― EMPOWERING WOMEN WITH A SINGLE TWEET AT THE 3% conference.

― EMPOWERING WOMEN WITH A SINGLE TWEET AT THE 3% conference.

OVERVIEW

OVERVIEW

Since 2011, The 3% Movement has aimed to change the ratio in the advertising industry amongst women, people of color, and other communities.

In 2019, Twitter partnered with the conference to raise awareness and drive engagement for the 3-day event through a series of touch points including on-screen Tweets, shareable animations on Twitter, and an ad within the printed program. 

Since 2011, The 3% Movement has aimed to change the ratio in the advertising industry amongst women, people of color, and other communities.

In 2019, Twitter partnered with the conference to raise awareness and drive engagement for the 3-day event through a series of touch points including on-sccreen Tweets, shareable animations on Twitter, and an ad within the printed program. 

ROLE

Art Director, Designer, Concept, Print Design

 

COPYWRITING / CONCEPT

Sara Iravani

 

CREATIVE DIRECTION

Pam Fujimoto

 

ANIMATION

Kim Oldford, Kaitlyn Joe

 

3% CONFERENCE DESIGN

Saata Bangura

 

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AT THE CONFERENCE

At the beginning of the conference, we partnered with Kat Gordon, the founder of The 3% Movement, to shhare a prompt with the audience on Twitter.

The prompt asked attendees to engage with the #ChangeTheRatio hashtag, call to action that has been adopted into the industry over the last few years on Twitter.

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SOCIAL PRESENCE: ANIMATION

We created a Twitter branded animation that was paired with Kat Gordon's Tweet prompt.

When attendees tweeted using the animation all at the same time, it creates one continuous sequence; the gift passing along from one frame to the next.

The animation was designed in multiple colorways and uploaded to GIPHY for easy sharing on Twitter.

SOCIAL PRESENCE: FOLLOW PACK

Twitter Women, the female led business resource group for women and allies at Twitter, developed a list of prominent creative leaders within the industry to follow on Twitter. The 3% Conference retweeted this to their audience for heightened engagement.

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ON SCREEN TWEETS

During the intermission, Tweets that were sent out during the event were featured on the interstitial screens.

The Tweets were designed to align with the overall branding created by The 3% Conference.

ATHENA AWARD VIDEOS

A joint project of The 3% Movement and the Athena Film Festival, the Athena Advertising Awards "recognize creative advertising that depicts strong, bold women from all walks of life; we recognize marketing messages infused with ambition, courage, resilience, and moxie."

Twitter partnered with the Athena Awards by creating congratulatory videos tthat were featured on the @TwitterWomen handle.

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PRINTED PROGRAM AD

Twitter was an influential part of how the 3% Movement was started. The founder, Kat Gordon, announced the initiative through a Tweet. In our print ad, we told the story of how far the movement has come through the power of Twitter. It was designed in a vertical orientation to stand out from the rest of the ads in the program and visually delineate the timeline of events.

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© 2021 SARAH BECKER
Don’t steal my shit.