The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Mobile

Lessons in Herstory

Agency Goodby Silverstein & Partners / San Francisco + GS&P Social / San Francisco + Elevel / San Francisco + GS&P Labs / San Francisco

Client Daughters of the Evolution
BACK TO RESULTS

Annual ID

OS_MO20_001G

About the Work

While there’s been a wide range of efforts to tackle the power imbalance between men and women in society, inequality persists. Daughters of the Evolution needed a creative solution that tackled the root of the problem when our identities are first formed: in adolescence. We found that less than 11 percent of stories in US-history textbooks are devoted to women, which means children aren’t getting a balanced representation that includes how women have contributed to society. A major constraint was convincing textbook companies to rewrite, reprint and redistribute textbooks across America. With the expertise of NYT bestselling author Kate Schatz and the power of AR, we “rewrote” one of the most popular US-history textbooks without changing the textbook at all. Students can scan any photo of any man in their textbook and unlock a related story about a forgotten woman in history. Within its first month, the app received 88 million media impressions and got the attention of notable global organizations (such as the UN and the World Economic Forum). On July 23, 2019, it was named the Apple App of the Day. All this has increased our reach from national to global, all with $0 in media spend.