Unilever
Project: Unmute
Tackling taboo & stigma
“UNMUTE: End the silence on domestic violence” was a smart twist on a piece of Zoom-zeitgeist social currency – “you’re on mute” – exploiting its lightheartedness to confront audiences with a recognition of just how serious “being silenced” can be.
01The challenge
During the coronavirus lockdown, cases of domestic violence rose by 20% worldwide. Unilever wanted to revolutionize corporate thinking on an employee issue “too big not to tackle.”
02The solution
Our strategy focused on a highly visual campaign underlining the issue that knows no socio-economic boundaries. A LinkedIn Live interview with Tarana Burke, founder of the #MeToo movement.
Leading the charge for change
UNMUTE is a vital first step to confronting ingrained attitudes to domestic violence at every level: employee, leadership, company, and in global employer culture. This was the revolution Unilever wanted to ignite, and they are committed to continuing to act.
03The impact
Igniting a Revolution
From workplace initiatives to “unmute” employees in need of help, to consumer-facing social media, in just five weeks our campaign reached 12.6M people, broke company records for live engagements, and provoked new thinking on employers’ responsibilities in the COVID emergency era.
2021: Best Campaign of the Year
PRWeek Global Awards, Internal Communications, 2022
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