LinkedIn: #WeCanDoIt

LinkedIn, the world’s largest professional network, launched its first global integrated campaign for International Women’s Day 2021 yesterday with creators, content and community at its heart. The campaign leads with an emotive film showcasing inspirational real-life stories of seven women from around the world. The film, directed by Jessie Ayles, takes viewers across the world to meet real women telling their emotive accounts of the doubts, fears and vulnerabilities they have experienced during the pandemic. The seven women featured tell their personal stories about who in their community gave them the confidence and support to get through the pandemic in order to highlight both the issue and the solution.
The campaign also leans on influencers and the wider community to share their stories of women who have inspired them using #WeCanDoIt, as well as voices from male influencers on how to be a better ally for women in the workplace. The aim is to engage our members’ with inspirational stories that encourage honest conversations about the pressures working women are under during the Covid-19 pandemic.
The campaign launches across PR, social, above the line and through influencer activity, as well as LinkedIn’s owned channels: LinkedIn News, LinkedIn Learning, LinkedIn Marketing and LinkedIn Employee Resource Groups. Created by lead creative agency VCCP, the campaign will publish advice, insights and inspirational stories to celebrate women’s voices on and off the LinkedIn platform and encourage conversations that help and empower them. The launch comes as LinkedIn’s data shows Covid-19 has disproportionately impacted women’s careers. Women’s jobs are more vulnerable than men’s and women have been hired at a lower rate since the pandemic. Additionally, women’s careers have been more adversely affected by disruptions to jobs in retail, travel, leisure and that women were less likely to work in remote-ready roles. Significantly, LinkedIn data shows that women in Australia applied to 12% fewer jobs compared to men in 2020.