She Says We Act
Creative Direction | Concept
Shesays London
🔥 131,386 LinkedIn impressions, 1.78M editorial reach from press, 490+ new volunteers via the microsite, 0 spend. 🔥
Credits:
• ECDs: Mikaela Dragon & Ruby Norman-Curran
• Creative Directors: Jennifer Hayashi & Precious McCarthy
• Social & PR: Melissa Wong, Charlotte Read
• Strategy: Jo Bromilow
• Design & Content: Den Salazar, Joyce Kremer, Anastasia Tribambuka, Katarzyna Wozniak
• Web & Editorial: Jennifer Vobis, Jennifer Ho
• Photography: Ben Peter Catchpole
How do you recruit allies—not just applause?
For International Women's Day 2025, Shesays London flipped the script: a call to action for men.
Because equity won’t happen without them.
Because most want to help, but don’t know how.
Because performative allyship isn’t enough.
I was the ECD, overseeing the campaign end-to-end.
THE CHALLENGE
We wanted to recruit allyship, not just talk about it. 66% of Brits agreed men should step up, but most didn't know how.
We launched the campaign with a job post and people started to share the job.
THE IDEA
SheSays, We Act became Shesays' largest-ever drive for male allies, turning the platform’s most recognisable behaviours—tagging, job posts, and self-congratulatory updates—into tools for change.
We launched with a fake “We’re hiring allies” job post and asked people to tag an office ally. Then they tagged someone. Then they… well, you get the idea.
Result? LinkedIn’s performativity—normally a punchline—became our launchpad.
Language matters. We ensured gender inclusivity throughout the campaign in language and messaging. We wanted to be clear that this was not an attempt to single out any one gender.
The job description
THE EXECUTION
Platform-first thinking. Zero budget. Real traction.
LinkedIn-first campaign built around a tongue-in-cheek “We’re hiring allies” job post. Microsite and sign-up form for deeper engagement.
→ Partners & allies with strong followers shared "I applied to be an ally" post in response to the job post and encouraged others to apply. Recruiters like Major Players joined in, reposting the listing.
→ Community managers kept momentum up, stoking the conversations.
→ Instagram support with stories, carousels, and contributor shoutouts.
→ PR stunt: a fake protest photoshoot with “We Want Allies” messages as the campaign's visual hook.
Post-campaign: Allyship toolkit & live events.
Campaign's Key Visual
Microsite allowed allies to sign up, download assets and contribute to the Ally toolkit
Assets shared to the community and allies who applied for the job
THE RESULT
• 31,386 LinkedIn impressions
• 490 new volunteers signed up to support or contribute to the toolkit
• 1.78 million editorial reach from press coverage
• 5.8k Instagram views, 68% from non-followers
We gave allies a low-friction way in the conversation, without centering themselves—and a meaningful way forward.
Allies reposted the assets on LinkedIn
Insta posts
The social-first campaign was covered by multiple industry publications and sources
Fake protest photoshoot + BTS of our banner making
Campaign merch
Random celebrity encounter - I got the 2000s pop star Daniel Bedingfield to hold our handmade campaign signs
