This Campaign for Women's Equality Reinvents the Petition for the TikTok Generation

Ogilvy and the ERA Coalition aim to galvanize a movement and enshrine the Equal Rights Amendment into the Constitution

Shout for Equality — The 'shout' is key in this campaign, which aims to provoke strong emotion leading to political action.Ogilvy, ERA Coalition

It has been 100 years since the Equal Rights Amendment, which explicitly prohibits sex discrimination, was introduced to Congress. Yet over the past century, it has still not been signed into law, meaning that women are not guaranteed equal rights to men under the U.S. Constitution.

A new campaign, created by agency Ogilvy for former Rep. Carolyn Maloney (D-N.Y.) and the ERA Coalition, aims to galvanize the discontent of women and finally enshrine the ERA into the Constitution. It is unique both for creating an easier way of signing a petition and also being designed specifically for social media to reach a younger generation.