Redefining the ‘f-word’ for the millennial feminist
with the Victorian Women's Trust
Breakthrough: the future is gender equality
Breakthrough 2016 was: “the biggest gender equality conference in the nation’s history and the largest event of its kind in a generation”.
Hosted by the Victorian Women’s Trust (VWT), Breakthrough was a coming together of all kinds of people and 100+ speakers to talk about the most important opportunity of our time: gender equality.
The challenge
The Victorian Women's Trust set out to create an unprecedented event focused on bringing people together around the cause of gender equality, especially future leaders and the younger generation in order to accelerate progress to reach gender equality in Australia.
The Champions
Mary Crooks
Executive Director
The Victorian Women's Trust
Maria Chetcuti
Event & Project Manager
The Victorian Women's Trust
“I have only the best things to say about the creativity and hard work of Wildwon. They worked closely with our organisational values and objectives to help us deliver a meaningful event that had real social impact. We enjoyed working with everyone on the team and I can see the fingerprint each team member put on the event. Challenges we did face were met with professionalism and a focus on problem solving that was highly valued. In addition to making a unique and enjoyable event, I believe we had a real impact on the national conversation around gender equality.”
What women really want
There was big difference between the existing VWT audience and the desired new audience for Breakthrough. We needed to ensure this event would appeal to women of all ages and be radically inclusive in its positioning, in line with the values of the event. Wildwon conducted research with members of the Victorian Women’s Trust and their target audiences, developing a brand and identity to hit the mark in reaching them.
Consistency is key
Participants experienced Breakthrough through the event website and app, in print collateral and of course during the real world event. At the research phase, experience design principles were developed to inform the design of all touch points, from the language used and images chosen, to the promotional channels and key moments of the event itself.
Spreading the word
A suite of digital and promotional assets were created by Wildwon, using the Breakthrough brand we developed. The promotional campaign was successful at selling out the event and raising awareness of the Breakthrough event and of gender equality more broadly, amongst a secondary online audience. Social media templates were used to bring event photography and social media posts into line with the look and feel of the event.
At the event
Carefully designed and produced collateral played a key role in creating the Breakthrough identity and making the experience memorable for attendees.
Customised name lanyards - with colour representing attendee type (guest, speaker, volunteer etc), also included a personalised message from the Victorian Women's Trust team inside.
A custom built signage system that was draped with mixed textures of wood, paper, and fabric communicated a sense of openness, transparency, and inclusivity. Staging included drapes that cascaded over the stage and onto the floor, drawing the audience into the conversation. The Breakthrough logo was a dramatic and large focal point on the stage with its upward position suggesting momentum.
From the custom built book signing area for attendees to mingle with speakers to a chill-out zone for attendees to have a moment of stillness in the comfortable furniture while recharging their devices - every part of the Breakthrough experience was considered.
Breakthrough day 1 highlights
Breakthrough day 2 highlights
Curating a killer program
Over the past 50 years, gender roles have shifted dramatically, transforming schools, workplaces, families and lives. Despite this, many limiting expectations remain, hindering our progress towards equality. Breakthrough featured more than 100 thought leaders who are passionate about social change. A star-studded line up of speakers included: Rachel Griffiths, Leigh Sales, Tanya Plibersek, Clementine Ford, Brodie Lancaster, Jessica Rowe, Tilly Lawless, Ella Hooper, Tara Moss and Rosie Batty.
5 themes, each a call to action
1. Money. Power. Freedom.
2. Our Rightful Place
3. Our Common Cause - Gender Equality
4. Safety In Numbers
5. Our Rightful Place
Real change
Breakthrough achieved media coverage for the Victorian Women's Trust in The Guardian, twice, The Age, The New Daily and The Sydney Morning Herald.
Breakthrough augmented gender equality issues in the public's consciousness, made real policy asks and set out a blueprint for tangible change. The program and surrounding media focussed on three policy areas:
1. Representation
2. Economic equality
3. Safety from violence
The call for change was answered by both state and federal government responses on gender equality.
