International Herald Tribune launches viral campaign to promote Female Factor series

The International Herald Tribune (IHT) today launched a viral campaign to raise awareness of its new editorial series, The Female Factor. Aimed at influential women in business and government around the world, its release coincides with the 100th anniversary of International Women’s Day.

The viral, entitled It’s a girl, was developed by London based creative agency Karmarama and tells the stories of thee women across the globe, highlighting their contrasting experiences. It is targeted at online channels, primarily women’s networks and bloggers who write about women’s issues, and has a dedicated Female Factor channel on U Tube.

John Scully, head of marketing for the IHT, said: “This is a high impact, thought-provoking viral that not only brings into relief the huge divergences in women’s lives but also gives a true flavor of the Female Factor series, driving people to our content.”

Nicola Mendelsohn, chairman of Karmarama added: “We wanted to create a viral that could capture women’s imaginations and at the same time, make them aware of the fact that the IHT is covering the issues they really care about from its unique international perspective.”

The Female Factor is a year-long series in the IHT, examining the most recent shifts in women’s power, prominence and impact on societies around the world, and assessing how women are influencing early 21st century development. The “Female Factor” series aims to take the reader on surprising journeys where women’s worlds intersect, whether they are in the western or the developing worlds, and answer the question: How does the ‘’Female Factor’’ influence early 21st century development?

The Female Factor: Conversations

Share your thoughts about the most recent shifts in women’s power, prominence and impact on societies around the world, as part of The Female Factor series.

http://www.nytimes.com/interactive/world/female-factor-conversations.html

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