2020 marks the 100th anniversary of the ratification of the 19th amendment, guaranteeing and protecting women’s constitutional right to vote. To honor this important moment in history, MassMutual has released a new campaign, via agency partner Johannes Leonardo, that celebrates and encourages the progress of women.
The agency partnered with three amazing female artists – Stephanie Munoz, Elina Diaz and Cymone Wilder – to reimagine protest signs from the 1920s, 1930s and through the years. From the civil rights movement to modern cultural reckonings, the work is a tribute to millions of voices and thousands of marches.
JL created 80 posters for one powerful movement with zero sign of ending, because ‘Progress is never done, and never done alone.’ A collage of the posters will run in a two-page high impact cover wrap in the New York Times. Here is a sampling below:
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The posters are accompanied by a 60-second film running on social and digital (Facebook, Instagram, YouTube and LinkedIn). The film highlights MassMutual’s Live Mutual sentiment of the Women’s Suffrage Movement, by showcasing the three female artists that came together to make this print possible and spread the message of progress done together. Watch below:
As an extension of the campaign, MassMutual partnered with NYT Unfinished Work virtual series on a presentation of Finish The Fight – a masterful theatrical production on the biographies of lesser-known activists who helped to win voting rights for women. It premiered on Tuesday.
With a longstanding commitment to education, advancement and empowerment of women, the brand lives its core principles of diversity and inclusion through its financial guidance services, its workforce and its boardroom.
SOURCE: Johannes Leonardo
