BASF
Balance for Better
An internal campaign to convince the employees of a 150-year-old chemical company of the value of women in leadership.
BASF needed its scientifically minded workforce to get behind their women-in-leadership goals.
There was an imbalance in BASF’S workforce. Although their junior scientists were around 50/50 in regards to gender, the upper levels were almost entirely men. However, despite the strategic relevance of gender balance, many managers and employees weren’t convinced of its importance.
They asked us to change that.
Prejudice against women is often so subtle and nuanced it can be hard for even women to articulate. BASF employees are data driven, rational and likely more open to change and progression than most – but not until you prove there’s a problem to fix.
Our campaign needed to demonstrate that sexism in this industry is not only real, but a real hindrance. With the data to back it up.
Balance for Better unmistakably lays out the evidence with elegant design that grabs attention and proves its point in seconds. The posters were displayed throughout BASF offices worldwide and shared through their intranet. Our entire creative team was female identifying, and the final idea took inspiration from a legendary piece of work by feminist art group Guerrilla Girls.