Case Study

SmirnoffEqualising music

Electronic music is the most inclusive genre of music in the world, but it has a severe gender diversity issue. Off the back of this, Smirnoff™ launched the ‘Equalising Music’ initiative in 2017, to double the number of women headliners at music festivals by 2020.

In a sample study, THUMP found that women made up an average 17% of headliners in 2016 at music festivals around the world, which is far from gender equality. Women musicians face challenges because they don’t receive the same amount of exposure and access to opportunities as men. This creates biases against their skills.

On International Women’s Day, Smirnoff announced a global commitment to create change through its ‘Equalising Music’ initiative by bringing music fans and industry leaders together. Releasing a new platform with THUMP, Broadly and Spotify, they’re creating exposure of women in electronic music. Smirnoff have also encouraged industry leaders to sign a pledge and will be releasing a new inspirational documentary.


Smirnoff is standing by its customers with a cause that is common to both through the COMMITMENT PLEDGE bias, which suggests the more public we make our stance, the less willing we are to change it. They’ve also added in a good measure of PERSONAL INVESTMENT which ensures those involved are even more committed to its success.

Case Study

Boost MobileBoost your voice

A 2014 report from the Brennan Center for Justice found that minority communities suffered from a lack of voting resources and locations during elections. This inevitably lead to longer waiting times and huge obstacles when it came to casting their ballots. Mobile provider, Boost Mobile and its agency, 180LA, took it upon themselves to help these communities get their voice heard.

The initiative involved Boost Mobile offering up their retail locations as polling places on election day. To get the word out, they debuted the film, ‘Boost Your Voice — Equal Access for All’, which documented the voting struggles of people in low income or minority neighbourhoods. It also showed how Boost Mobile started to put its idea into action at select locations. So far, they’ve brought the program to a few Southern California counties, as well as Cook County in Chicago.


  • While nationwide voter turnout was 58%, in Boost precincts, turnout was 73%
  • Turnout in Boost precincts increased 23% on average over the 2012 election
  • Event with Chance the Rapper led to the highest early voting day in Chicago history
  • 766M total campaign impressions
  • Boost Mobile has committed to continue and expand this program in future elections


Not only are Boost committing to a cause they are also demonstrating the bias of RECIPROCITY, which states that after receiving a gift or positive action, people often respond by providing something in return. Giving a little back to the community will provide the emotional connection to the brand.