Of the 780 million people in the world who can’t read, 510 million are women. And women work the equivalent of two-thirds of the world’s working hours, but earn only 10% of the world’s income. Project Inspire: 5 Minutes to Change the World, a joint initiative by MasterCard and the Singapore Committee for UN Women, seeks to alter this by helping young change-makers create a better world for women and girls in Asia Pacific, the Middle East and Africa.
Launched in 2011, to mark the 100th anniversary of International Women’s Day and MasterCard’s 25th anniversary in Asia, Project Inspire presents 18-35 year olds with a five-minute platform to pitch their idea for solving some of the most pressing issues for women, for the chance to win a US$25,000 grant to fund their cause.
While the campaign was originally intended to focus on reaching Asia Pacific audiences, its immense viral success in reaching across the globe in year one meant that the campaign’s subsequent years needed to be more inclusive and better target key online audiences globally. This meant much larger resources were shifted from traditional media to online content development. Targeted content was developed based on insights and data analytics on audience profile and behaviour, with a strong call-to-action.
Weber Shandwick has worked closely with MasterCard and the Singapore Committee for UN Women on the program, and to date, Project Inspire has received more than 2,200 five-minute pitches from more than 70 countries and content on Project Inspire has reached millions of people worldwide.
The CSR program also boasts an actively engaged online community of 70,000+ supporters and advocates worldwide. Project Inspire is no longer a regional CSR initiative; it has become a global movement for women’s empowerment that has received 10 national and regional CSR awards to date.