Who: Canadian Women’s Foundation (CWF) with VML Toronto for creative and strategy; Fela for production with Kat Webber for direction and editing; Rodeo for colour; OSO Audio for sound with Liz Lokre for composition; CGI for PR; and Wavemaker and GroupM for media support.
What: “Count Me In,” a 30-second video compilation of notable Canadian women pledging to support gender equality, that serves as a call to action for others to join the cause.
When & Where: The video is in market now for Women's History Month, in film, television, OOH, social, and digital, along with a dedicated web-page where viewers can register to record their own pledge, and download a social media tool kit to help spread the word.
Why: CWF is a feminist philanthropy group that engages partners and donors to secure funding for community organizations to support grassroots feminist action. Its overarching goals are to empower women, girls and gender-diverse people to become leaders, escape violence, poverty and housing and food insecurity, secure health and wellness, and address social issues impacted by gender discrimination.
CWF aims to make viewers aware of this broad scope and motivate them to join the cause by signing an online pledge to support gender equality, aka “counting themselves in.” To date, more than 66,000 Canadians have signed the pledge.
"We didn’t want a traditional PSA because this isn’t a traditional PSA," VML account director Samantha Glasbey told Campaign. "It’s a PSA that everyone can take part in."
"The intent with the video is that once people submit their versions they could be remixed into a version of the film we made, so it kind of grows and allows anyone to be part of it," explained VML ECD Frank Macera. "More of a truly interactive 'join this movement' than you might normally see from a film."
How: The film presents a monologue delivered collectively by a group of women, including notable Canadians such as teen pro-skateboarder Fay Defazio Ebert, activist Sarain Fox, media veteran Hannah Sung, digital creator Anna Bediones, model Maya Jardon, non-profit founder Abby Albino, feminist influencer Emma Genesse, and transgender content creator Jamie Pandit.
“Count me in, so no woman, girl, two spirit, trans, or nonbinary person feels out of options. Count me in, to make sure children who have seen violence don’t grow up to relive it. Count me in. And to give young girls what they need to become leaders when they become women. Count me in. Count yourself in. It’s time for gender equality in Canada.”
At the end of the spot, the women continue to repeat the phrase “count me in,” like a chant, while the super redirects to yescountmein.ca
Each individual will also leverage their own platform to spread the message and encourage more people to follow and participate.
"This piece is a visual pledge,” said Webber, in a release. “The collage style interweaves powerful portraiture, direct address, and mixed media featuring home videos from our cast, creating a universal and personal portrait of the vast tapestry of women across Canada. It's a celebration of the female force.”
The campaign includes an original song written for the project by Canadian singer/songwriter LOKRE, and was produced by women in all key roles in front of and behind the camera.
The anchor film is supported by OOH ads featuring portraits of the influencers and a QR code redirecting to the website. Static assets on social convey empowering statements like “Count yourself in. It’s time for gender equality in Canada,” and “So no woman, two spirit, trans, or nonbinary person is undervalued, underpaid, or unnoticed.”
And we quote: “The Canadian Women’s Foundation needs everyone to join the effort for gender equality in Canada and Count Me In is a great way to get that message out to as many people as possible and encourage them to get involved." – VP public engagement at the Canadian Women’s Foundation, Andrea Gunraj.
