| Title | Embedded gesture |
| Agency | The Partners |
| Campaign | #RewritingTheCode |
| Advertiser | Theirworld |
| Brand | Theirworld |
| Date of First Broadcast/Publication | 2017 / 3 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | Global children’s charity Theirworld has launched an ambitious campaign, created by The Partners in collaboration with other WPP agencies, to expose the hidden values and behavioural codes of gender inequality. #RewritingTheCode aims to raise awareness of the obvious – and less obvious – attitudes that prevent girls and women around the world from achieving their full potential. Theirworld has teamed up with WPP agencies The Partners, Kantar Added Value, Kantar Futures, MEC and VML to create a campaign that encourages leaders from all sectors to change negative attitudes and behaviours that perpetuate gender stereotypes. This is part of WPP’s commitment to Common Ground, the unprecedented industry-wide pledge to support the UN Sustainable Development Goals. WPP is supporting Goal #5: achieving gender equality. #RewritingTheCode is inspired by the embedded social values that shape our lives every day. Using the lexicon and symbols of digital codes, the campaign questions gender stereotypes and encourages the audience to consider the cultural codes that hide beneath the surface of our daily lives, shaping our experiences and holding back women and girls. |
| Media Type | |
| Creative Director | Nick Eagleton |
| Client Partner | Genna Trentham |
| Copywriter | Niamh Deehan |
| Chairman | Sarah Brown |
| Creative Director | John O’Keeffe |