UN gender equality group picks JWT for '16 days of activism' UK campaign

The United Nations' gender equality group has appointed J Walter Thompson London as its lead UK agency for the upcoming "16 days of activism" campaign.

UN said it 'admires' JWT's Female Tribes initiative
UN said it 'admires' JWT's Female Tribes initiative

The WPP agency’s first work for the UN Women National Committee campaign will break on 25 November, for the International Day for the elimination of violence against women.

JWT attracted the organisation’s attention with its Female Tribes initiative

The campaign will launch UN Women National Committee UK’s 16 days of activism.

In the UK, one in four women are affected by gender-based violence and up to 70% of women elsewhere in the world have experienced violence in their lifetime.

Sarah Dembitz, executive director at UN Women NC UK, said: "We’ve admired the work JWT London has been doing through its Female Tribes initiative and were keen to have them bring their insights to bear on our plans for 25 November, with a campaign that is set to make a huge splash across these 16 days of activism."

UN Women was created in 2010 to direct UN activities on gender equality issues. Its aim is to remove the social and cultural barriers that prevent women and girls from achieving their potential.