Encourage men to become advocates of gender equality

The challenge

Encourage 1 billion men to become active allies in supporting gender equality.

Our response

Over 60 Nudges were co-created with the HeForShe team at the United Nations :

– Leveraging Emotion with photography of male members.

– Increasing Salience with an "I commit" call to action.

– Showcasing Easiness through the lack of financial or time commitment to register.

– Leveraging Social Norms with a live countdown of commitments.

The results

The website conversion rate drastically increased from 2 to 24%

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