Unilever brand Lux has launched a campaign in Saudi Arabia to insert women into the spotlight around searches for male-dominated jobs.
The campaign, called #IntoTheSpotlight, used paid search results on Google to link to content on Miraa, a joint venture between Unilever and Vice, about leading women in certain job fields.
According to J Walter Thompson Singapore, the agency behind the work, the idea was born of the insight that, despite changing views around women and the ability to work in Saudi Arabia, men still dominated industries and there was a lack of female role models.
Anne Radmacher, global brand vice president of Lux at Unilever, said: “With the knowledge that many professions in Saudi Arabia continue to be male-dominated despite there being qualified women who have successfully entered these male-dominated fields, we believe that now, more than ever, is the time for women to dare to step ‘into the spotlight’.”
All of the search results send people to a landing page on Miraa that profiles a leading woman, such as fashion photographer Huda Beydoun when people search for a photographer. Each page features a video about the woman and information about their achievements.
According to J Walter Thompson, the campaign has led to over 150,000 site visits since it launched on International Women’s Day.