Men at Work

Gender equality and women’s empowerment are critical to inclusive and sustainable development and faster poverty reduction. It is a blueprint for social innovation on the macro-level and, like any momentous change, requires a restructuring of behavioral norms and roles.

RDA's "Men at Work" campaign, created for the UN's World Population Day, combines normative icons – traffic signs – with simple norm-altering images. First launched in outdoor and print ads in four languages, it has recently returned as a successful social media campaign.