#rewritingthecode

What is it? A digital and print campaign using the language of code to question gender stereotypes. Created by The Partners in collaboration with other WPP agencies* as part of WPP’s commitment to the UN’s Common Ground initiative, the #RewritingTheCode campaign was launched by children’s charity Theirworld, and aims to raise awareness of the attitudes which prevent girls and women from achieving their full potential.

It’s good because the campaign uses the embed (<>) symbols to questions the cultural codes of conduct which make up the “back end” of our daily lives,  while collaboration with WPP agencies increases its reach and scope for action around the world. The campaign also fully compliments a previous Theirworld initiative, which aimed to provide girls with computer skills to support their schooling.

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Theirworld launches Rewriting the Code campaign to bring equal opportunities to girls

Ahead of International Women’s Day, Theirworld is launching #RewritingTheCode – a campaign to change the embedded values that keep 63 million girls around the world out of school.

Embedded values start before a girl is even born and shape the world around her. Too often people are okay with saying: That’s not for girls. Girls aren’t good at that. Girls belong at home. Girls can wait. This code was written before our time, but imagine a world where we change those embedded values and girls around the world have the opportunity to become all that they can be. Girls are powerful and ready to lead if given the opportunity. Let’s break down those barriers.