Change Has a Female Voice

Creative Chairman: Levan Lepsveridze Creative Director: Tatia Dolidze Sr. Copywriter: Tina Jelia Sr. Copywriter: Sophie Ivanishvili Art Director: Salome Tinikashvili Art Director: Kote Tokhadze Art Director: Magda Janjalashvili Art Director: Magda Dumbadze Graphic Designer: Nikita Mtchedlishvili Graphic Designer: Eka Vekua Graphic Designer: Mari Onavari Barbaqadze Motion Designer: Luka Shvelidze Agency Producer: Tamta Navrozashvili Researcher: Esma Mania Researcher: Lela Gaprindashvili Research Assistant: Tornike Kobaladze Account Director: Ekaterine Ebanoidze Account Director: Zizi Nasrashvili Account Lead: Maiko Gumberidze Account Manager: Lana Bachaliashvili Account Manager: Sopo Davitashvili Account Manager: Keti Matcharashvili Administrative Team: Pikria Javashvili Administrative Team: Ana Javakhishvili CEO: Erekle Zurmukhtashvili Head of Digital Advertising Unit: Anika Gavasheli Senior Digital Advertiser: Elene Tsurtsumia Music & Sound: Heima Production Ensemble: Margaliti Awards Manager: Tatia Darsadze Special Thanks to: Lamara Abzhandadze Special Thanks to: Nana Jorjadze Special Thanks to: Salome Kenchiashvili Special Thanks to: Natalia Kipshidze

Background In Georgia, systemic biases and cultural stereotypes have long discouraged women from political participation. Soviet propaganda erased female leaders from history, reinforcing the false idea that leadership was a male domain. UN Women Georgia launched “Change Has a Female Voice” to rewrite this narrative and re-establish the historical truth: women shaped change before, and they have power to shape it again. By unearthing the voices of women who shaped the nation—queens, revolutionaries, and activists—we reignited belief in women’s power. The campaign fused history with activism, creating a movement that resonated across social media and into the streets, where women reclaimed their rightful place in shaping the future. The biggest challenge was breaking through decades of erasure and cultural conditioning. But the campaign’s impact was undeniable: public discourse shifted, participation surged, and women-led activism reached new heights. Amid political turbulence, Georgian women continue to fight for justice, proving that their voices have always—and will always—drive change. “Change Has a Female Voice” was deeply rooted in cultural insights and historical context, designed to empower Georgian women and disrupt deeply ingrained societal norms. The campaign was grounded in a powerful truth: women in Georgia have always driven change, but their voices were systematically erased from history. This insight was critical in shaping the campaign’s core message—“Change Has a Female Voice.” Idea The core of “Change Has a Female Voice” was to fuse the power of historical truth with a modern call for action. By recovering and showcasing the voices of historical Georgian women—long silenced by Soviet propaganda—the campaign created an undeniable bridge between the past and the present. The creative idea transcended conventional boundaries by not only reviving historical figures but also using them as symbols of the continued fight for women’s rights today. The slogan itself—“Change Has a Female Voice”—became a rallying cry, galvanizing women to step into the spotlight and make their voices heard. By combining archival footage, modern activism, and powerful visual storytelling, the campaign didn’t just evoke surprise—it built a sense of urgency, proving that women's voices are as important now as they’ve ever been. The campaign’s creative strategy didn’t just share a message; it spurred action, inspiring a new generation of women to reclaim their place in history and politics. To address this issue, the campaign highlighted Georgia's rich history of female leaders—such as the powerful female King of Georgia, the first female parliamentarians of the First Republic, and the many women who led revolutions and societal change. It leveraged these historical truths to reconnect Georgian women with their legacy and amplify this connection through digital platforms, tapping into the cultural moment when women were demanding greater visibility and political participation. The creativity was driven by a desire to spark both awareness and action. By combining historical narratives with contemporary issues, the campaign effectively targeted the cultural need for greater representation and political influence. This campaign was not just about empowering women politically but also about ensuring that representation and accessibility were at its core. The creative team behind “Change Has a Female Voice” was diverse, with a majority of the key team members being women, reflecting the very essence of the campaign. In terms of accessibility, we made sure that the historical documents and records we uncovered were digitized and made available to a wide audience. This allowed women from all walks of life, including those in rural areas, to connect with their past and understand the role of Georgian women in history. Execution The “Change Has a Female Voice” campaign came to life through a multifaceted execution that seamlessly blended historical storytelling with modern activism. We unearthed and published long-erased voices of women from Georgian history by uncovering documents, records, manuscripts, and photographs from various museums and personal archives. We not only digitalized these historical materials but also revived them, bringing attention to the incredible women whose legacies had been suppressed by the help of modern activists, female politicians, and other influential women of today. By tracing the descendants of these women and retrieving unseen materials from their personal archives, we provided an unprecedented look at their contributions to Georgia’s past. This content, including texts, writings, and live footage, was strategically shared across social media, sparking powerful conversations and real-world action. The campaign’s visual identity—showcasing both historical figures and modern activists—resonated with Georgian women, empowering them to take action and assert their voices. By collaborating with influencers and women’s organizations, we maximized the campaign’s reach and impact. Throughout the development of the work, DEI (Diversity, Equity, and Inclusion) was a central focus. We collaborated with female politicians from different regions of Georgia, modern women activists, and historians to ensure the voices of Georgian women were authentically represented. The archives we retrieved covered Georgian women of different religions and ethnic groups, reflecting the diverse cultural landscape of Georgia. We also included elderly women who had ties to the historical women of the campaign, ensuring their stories and wisdom were integrated into the movement. This collaborative approach was fundamental in creating a campaign that resonated deeply with its target audience. Results The slogan became a symbol of resistance, empowering women to lead political changes, overachieving on key brand metrics by raising unprecedented awareness about female political participation and gender equality. The campaign reached over 1.4 million people and drove a record-breaking voter turnout among women, shifting consumer behavior by encouraging them to vote and become more politically active. It positioned UN Women Georgia as a central force driving gender equality within the political landscape, with opposition parties tripling female representation in top candidate lists. The campaign’s slogan became a symbol of resistance, fueling a long-term movement for women’s empowerment. Media coverage was extensive, with 80% of Georgian outlets amplifying its impact. Ultimately, the campaign laid the foundation for lasting political change by increasing women’s leadership roles, challenging patriarchal norms, and ensuring female voices are no longer suppressed. Moreover, UN Women plans to take this campaign to other countries, replicating it to encourage local women’s movements and creating a ripple effect for change globally. This ongoing process will inspire and empower women worldwide to challenge political and social systems, fostering gender equality in future generations. Our campaign not only engaged 1.4 million individuals but also led to substantial long-term changes in the electoral system. Specifically, a record number of women leaders were elected and placed on party lists, ensuring that future elections will reflect more gender-balanced political representation. The campaign's influence also reached beyond direct voter engagement, catalyzing policy discussions and shaping conversations around women’s political rights in Georgia. Furthermore, internal data suggests that political parties and organizations are now actively seeking female leaders for future campaigns, with gender equality becoming a priority at the decision-making level. These developments indicate a profound shift in societal attitudes towards women’s participation in politics.