Sarah Hackett
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Ms.Representation Project

 
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SAN FRANCISCO WOULD BE A BETTER PLACE IF IT HONORED WOMEN AS MUCH AS MEN.

 
 

San Francisco’s historic women are underrepresented — of all the city’s streets named after people, only 27% are named for women. Rather than let our city's historic and influential women fade into the background, the Ms. Representation Project is moving them to the foreground by rededicating San Francisco's street names to them.


 
 

 

TAGGED STREETS

By adding a "Ms." in front of well-known streets named after men –– or mistakenly believed to be named after men, we brought attention to our female legends who are so often overlooked.

 
 

SOCIAL ACCOUNTS

Our social helped keep their stories front and center where they belong. Each of our highlighted women had a row of content dedicated to her, with a photograph of her tagged street, a stylized portrait of her, and finally, an icon that symbolized a key part of her identity.

 
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WEBSITE

We mapped out all of the streets we tagged on our website. In addition to each woman's ‘her’story, we invited visitors to submit the stories of any influential women missing from our site — along with the misrepresented street they’d like rededicated to her

 
 
 

RESULTS

Our guerrilla strategy earned us a lot of organic PR –– in less than a week after our launch, the Ms. Representation Project had 200+ followers and 1,000+ impressions, and was even picked up by few Instagram influencers. The project got picked up by Adweek and AdForum as well as some SF news outlets like The San Francisco Egotist.

As it happens sometimes, all this great press lead to a cease and desist and we had to make the tough decision to end our project. Nevertheless, we sparked a conversation and helped many great women of San Francisco cement their names on the streets, even if it was only temporary.

 
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    AD: Sarah Hackett | AD: Madison Kichler  | CD: Sara Muchnick | CD: Yash Ram

Producer: Rinny Shim | Account: Katherine James