Bringing the largest global study on modern women to the Irish market was an exciting opportunity. Although Female Tribes is a global study, the research carried out by Folk Wunderman Thompson is uniquely Irish. The challenge posed was how to communicate the findings of Female Tribes in a uniquely Irish way.
The study is anything but typical therefore it was important that the campaign around the study didn't feel anything like typical advertising collateral.The person most qualified to relay the findings of the study was someone who had lived experience of them. This lead us to Sasha Terfous, a spoken word poet with a fresh voice and a distinct view on the female narrative – the perfect person to articulate the challenges facing women in Ireland today. Our brief to her was simple – bring the findings of the Female Tribes study to life in a memorable and accessible way.
"Women in Ireland have never had it better. Or so they say…"
Despite the huge progress that has been made in Ireland to drive the female narrative forward, our study shows that there is much still to be achieved. In response to the findings Sasha penned a powerful poem entitled 'Warrior Women' immortalising a number of key themes from the data. The opening lines sum it up perfectly; women in Ireland have bought into the idea that it has never been a better time to be a woman. This, unfortunately, is a myth.
Sasha had captured the conflicted beauty of the modern Irish female experience, charting the evolution of Irish women from the traditional role of domestic caretaker to one of actively striving for more. As the ethos and heart of the study had been captured so effectively in Sasha's spoken word, it was important to provide a vehicle to reach as wide an audience as possible. Real Irish women from all over Ireland were shot and featured in an accompanying visual narrative to Sasha's spoken word, bringing the findings of Female Tribes as close to the real world as possible.
At a Glance
find managing stress to be a challenge, which is 7% higher than the global average.
At a Glance
reported lacking energy/feeling tired, a massive 10% higher than the global average.
At a Glance
of Irish women have a notable aversion to dolls like Barbie which they feel reinforce gender stereotypes, compared with just 28% globally.