Women Will: Make Work Work

2020: an unforgettable year of uncertainty. During a time when women’s participation in the workforce was critical to the global economic recovery, we doubled down on our original research in 12 countries to show the urgency of solving the entrepreneurial gender gap. Our resulting whitepaper, Advancing Women in Entrepreneurship, launched on Women’s Entrepreneurship Day and was a key thought leadership asset in Google’s APAC narrative. Using insights from the whitepaper as a strategic backbone, we created a monthlong social campaign on Women Will’s Instagram channel to encourage women to start and grow their own businesses. The campaign included video “panel talks” with women business leaders on IGTV, inspirational stories, and practical career tips. Role: Creative strategist & writer (campaign); creative strategist & editor (whitepaper)