Equality Now Case Study

Equality Now is changing laws across the globe to make sure that girls have the right to grow up and become women who will keep moving this fight forward in the future.

Jameela Jamil

Jameela Jamil

Actress, Radio Presenter, Model, Writer and Activist

Key Results

$400k

raised with +10x ROI

50+ Countries

tuned in live

3+ Million

social media impressions

The Challenge

The fight for equality is always a priority

The Equality Now gala is always a fun, star-studded affair that has consistently helped the organization raise vital operational funds to end child marriages, sex trafficking, and achieve legal equality for women.

Past presenters of their gala included Goldie Hawn, Tracee Ellis ross, and Gloria Steinem, which increased the pressure to deliver a virtual gala at the highest levels of creative and production.

Finding time for this busy team to curate and raise money for their first virtual gala was quite the challenge, so finding the right partner with virtual event design and production experience was critical. The work of making equality reality for girls has to be prioritized as it is never-ending, especially in a global pandemic. It is shocking to learn that only 4 states in America ban child marriage, only 4 countries in Latin America have legalized abortion, and that 78% of online child sexual exploitation are girls. Equality Now helps re-write the laws and build urgency for change.

Additionally, the Equality Now team saw the fundraiser as an opportunity for a brand lift and were searching for the right creative partner with experience across social media, livestreaming, and web design. The combination of designing all three mediums necessitated the use of a team versus an individual, and Equality Now was hoping to outsource the entire design instead of pulling away too many in-house resources.

This is our first online gala and it really gives us a chance to connect with all of you around the globe.

Yasmeen Hassan

Yasmeen Hassan

Global Executive Director, Equality Now

The Solution

A custom website and seamless livestream curated by Team Happily

While Equality Now HQ worked on attaching star power and securing donation commitments, Happily's creative and technical studios began developing Equality Now's brand and identifying the right tech stack into the creation of a beautiful website and livestream experience.

We started with Equality Now's style guide, which has a great foundation for direction on color, patterns, and background treatments. Our graphic designer did an incredible job of blending all these elements into a unique event identity that stays true to the Equality Now brand in every element of the livestream. You can see that this identity is thoughtfully carried over by our technical team, who move in parallel to iterate on website design mockups for the event.

As we always seek to be radically inclusive and flexibly creative in our experience design, Happily used custom code alongside easily embeddable technology like Vimeo and Pledgeling. Ticket holders did not need to download any new software, making this a very accessible event. During the show, we triggered both text-to-donate cues and donation announcements onscreen to make our live audience viewing at home feel really close to the action.

Equality Now Virtual Fundraiser

To me, the most beautiful part of this show is something you can't see... everyone showed real solidarity and alignment for Equality Now's cause by putting in extra effort over the Thanksgiving holiday, nights, and weekends.

Sarah Shewey

Sarah Shewey

Founder and CEO, Happily

The Results

It was an evening like no other

The Equality Now gala exceeded expectations and got amazing feedback from all who joined from around the world. The numbers are here to prove what a success the virtual gala came to be for the organization:

  • Raised ~$400,000 to Build Back Equal!
  • Live viewership at 2,000+ people in 50+ countries
  • Over 3M social media impressions for the gala
  • Duration viewing 2x higher than industry average
  • Achieved 10x ROI with a smart allocation of funds
  • Sponsorship secured from Gucci and HBO

This made my day today! One great moment during the Corona times. #MakeEqualityReality

Eva Biaudet

Eva Biaudet

2019 Winner, International Gender Equality Prize Finland