The Female Lead Campaign Ignites and Inspires Young Women

The Female Lead Campaign Ignites and Inspires Young Women

Audience Recognition and WiFi Drive Responsive DOOH Campaign to Inspire the Next Generation of Women Leaders

UNITED KINGDOMThe Female Lead, a non-profit campaign to make women’s stories more visible has launched a digital out-of-home campaign across the Uk utilizing sixty digital screens in partnership with Ocean Outdoor. The outdoor campaign, aimed at igniting self-belief and ambition in young women, features 60 powerful images of inspirational women who are at the forefront of their field of endeavor and are featured in The Female Lead, a collections of interviews by Edwina Dunn, a data-science entrepreneur.

Each interview is illustrated with original photography by world-renowned photographer, Brigitte Lacombe. A selection of her photographs will feature in Ocean’s digital out-of-home campaign which has been created for The Female Lead by BBD Perfect Storm. Using audience recognition technology, Ocean’s digital screens will serve specifically tailored messages whenever groups of young adult females or adult females are within the vicinity of the screens which are located in nine UK cities.

The Female Lead is also sponsoring Ocean’s wifi network to encourage people to log onto the website and ask to donate a copy of the book to their nominated school. The out-of-home campaign is supported with social media using the hashtag #SHESMYINSPIRATION together with an invitation UK launch event at the Science Museum in London.

Announcing the media partnership, The Female Lead campaign founder Edwina Dunn said: “We hope our book and teaching resource can open up more inclusive conversations about ambition in the classroom, so more young people are inspired and enabled to think positively about their future. Being given the chance to begin that dialogue with 58,413,149 million people directly and immediately through the Ocean network today is equaled by the incredible canvas their screens offer us to showcase our 60 female leads.”

The Female Lead Campaign Ignites and Inspires Young Women

Among the 60 women featured in The Female Lead book are politicians and artists, journalists and teachers, engineers and campaigners, firefighters and film stars. Some have led their profession, some have broken new ground for women and some have inspired change through relentless endeavour. Each of the 60 women tells the story of their personal and professional journey in their own words with interviews undertaken by esteemed journalists, Hester Lacey, Rosanna Greenstreet and Geraldine Bedell. Each woman featured in The Female Lead also has an accompanying video interview by Marian Lacombe.

“Every young woman should have a role model in their lives to draw positive inspiration from. That’s particularly so in my field of engineering and design. To be able to play a part in this launch campaign reflects Ocean’s belief in the value of diversity and opportunity for all.,” said Catherine Morgan, Head of Ocean Labs.

All the resources will be donated free of charge to 18,000 schools across the UK and the US with the aim of starting new conversations in the classroom around routes to achieving your goals and providing a broader spectrum of female role models for both girls and boys. The book (Ebury Press, £30), documentary series and teaching resource are available from February 9th 2017. Members of the public can nominate a school to receive a free copy of the book at

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

Download your free copy here


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