San Francisco’s historic women are often misrepresented. Only 27% of all the city's streets are named after women.
From misrepresentation to Ms. Representation, our project championed the move to bring our city's historic women to the forefront by rededicating San Francisco's street names to them on Women's Equality Day by adding "Ms." in front of well-known streets named after men, we rededicated San Francisco to its historic women who are too often overlooked.
DDB San Francisco
Copywriter: Yash Ram, Sara Muchnick
Art Director: Madison Kichler, Sarah Hackett
Published on:
RESULTS
Our guerrilla strategy got picked up by Adweek, AdForum, San Francisco Egotist, Little Black Book, and SF Weekly
In less than a week we were picked up by a few Instagram influencers and our page had 5,000+ organic followers, 9,000 likes, and a 3.5% engagement rate.
On the flip side, we also got some not-so-good PR from SF Weekly and from the city of San Francisco, who served us a cease and desist.
Despite having to shut down the good stuff, we still crammed in a ton of action on Instagram and managed to successfully highlight women all over the city they helped build.
Soon after a city ordinance in San Francisco passed requiring atleast 30% of statues to represent women just one month later.
All press is good press, right?
TAGGED STREETS
We used chalk spray and added "Ms." along with our Instagram handle on Women's Equality Day to direct the public to our page, which brought attention to female legends who are so often overlooked.
THE MS. REPRESENTATION PAGE
WEBSITE
The website served as a permanent spot for people to learn more about the women and the project overall. Users could also browse by San Francisco's map and submit stories of any influential women missing from our site.