UN Women | Campaign: He For She
Challenge.
Market and fund cannibalization by other UN agencies (including UNHCR and UNDP) which were established decades before UN Women was chartered. Additionally, after 'The Autocomplete Truth' campaign in 2013, it was time to launch UN Women to the world at a global scale and further the cause of women equality and empowerment. 
Solution.
To break the 'us vs. them' mentality around feminism, UN Women decided to galvanize and activate a strong community of men for the cause and position them as brand ambassadors. A dialogue about women rights initiated and led by men is not one that the world would miss. Strategic communications approach was truly unique: humanize the ‘enemy’ and make men part of the solution. Thus, the campaign that brought men (and women) together to fight for inequality and injustice at a global scale, came into being, under the simple yet compelling name of 'He For She'. 
Results & Recognition.
Campaign was launched in September, 2014 by UN Secretary-General Ban Ki-moon and UN Women Global Goodwill Ambassador, Emma Watson, with hundreds of thousands of men from around the world (including Heads of State, CEOs, and global luminaries) in the heart of New York city. #HeForShe speech by Emma Watson set the stage on fire and introduced a targeted platform of gender change to the world. This advocacy campaign became an instant success charging each one of us to break the silence, raise our voice and take action. Millions of pledges have been collected so far, over 18 countries have joined the mandate, and the campaign has won thousands of influencers worldwide.