Telenor Tackles Inequality With Emojis

shots recently discussed whether emojis would be the dominant language of advertising campaigns in 2016, and this new work from Y&R Budapest is further evidence that the online icons will be a powerful force this year, and maybe beyond.

Y&R Budapest telcoms client, Telenor, wanted to highlight the gender inequality women experience in Hungary, a country where the wage gap is 18.4 per cent, where the police officially state women themselves are to blame for violence that happens to them and where the government condones messages that women should not earn as much as men for the same job.

Y&R and Telenor decided that emojis would be a great way of communicating more positive messages but that the emojis available were also gender unequal.

Similarly to Always' #LikeAGirl Girl Emojis campaign, Telenor aimed to alter that and created a mobile phone keyboard app, available for Android and iOS systems, which features women in leadership roles, a variety of professions including Formula 1 drivers, chefs, scientists and engineers, taking part in a selection of different sports as well as being depicted in different body shapes.