The client
Toorak College is an independent school that’s been pioneering women’s education for more than 150 years. Their mission is to empower students through academic and personal growth with innovative programs, quality teaching, small class sizes, and state-of-the-art resources.
The brief
Despite progress, gender inequality persists in Australia — women hold just one in four executive leadership roles, and the gender pay gap remains at 22%. Toorak College sought to challenge these statistics, advocating for the power of girls’ education to drive change. They wanted a campaign that could spark conversation and inspire action around closing these gaps.
The solution
Recognising that education is key to empowering young women, we came up with the #ChangeStartsWithEducation campaign. Using compelling industry statistics, we brought attention to the gender imbalance of leadership roles and the role education plays in overcoming it. To make the campaign content relatable, we highlighted alumni, student, and staff stories through impactful video content, showcasing how education can change the trajectory of your life and fight gender-based bias and discrimination.
On LinkedIn we targeted business leaders, encouraging them to reflect on the statistics and take steps to support women’s leadership. Alongside the digital campaign, Toorak College also sent out letters to key decision-makers of Australia’s leading companies. As a result of the outreach, Toorak was able to grow their partnerships offering, helping to give their students opportunities in industry learning.
The result
The campaign resonated with the audience and saw impressive engagement. On Spotify, we achieved over 360,000 impressions, with an average cost per completed listen at just $0.01. Meta delivered over 1.1 million impressions, reaching 343,000 accounts.
By highlighting the ongoing challenges in women’s leadership and pay equity, Toorak College showed how the power of girls’ education is key in empowering more young women to pursue leadership roles.
