IN INDIA, BP SET OUT TO MORE THAN ADVERTISE JOBS, THEY WANTED TO CHANGE THE SYSTEM HOLDING WOMEN BACK. ACROSS ALL INDUSTRIES, WOMEN FACE BARRIERS TO OPPORTUNITY AND EQUITY THAT SHOULDN'T EXIST. BP TOOK THE STEP TO TAKE RESPONSIBILITY TO DRIVE CHANGE.

THE STARTING POINT WAS RESEARCH, LISTENING TO HUNDREDS OF WOMEN INSIDE AND OUTSIDE BP. "WE'RE MAKING BP WORK FOR WOMEN" BECAME THE CENTRAL PROMISE, A BRAND-WIDE COMMITMENT EXPRESSED THROUGH STORYTELLING AND CRAFTED DESIGN.

EVERY LINE OF COPY IS ROOTED IN TRUTH DRAWN FROM RESEARCH WHERE A WORLD OF TEXTURE AND HUMANITY WAS BUILT – BOLD MURALS, RICH ILLUSTRATIONS, HONEST PORTRAITURE. A SPACE THAT FELT BUILT BY WOMEN, FOR WOMEN.

This campaign consisted of:

• OUTDOOR MURALS CREATED BY LOCAL FEMALE ARTISTS TRANSFORMED STREETS INTO STORIES OF AMBITION AND EQUALITY.
• Digital out of home placements in malls, gyms, offices and pharmacies.
• Newspaper ads and advertorials in India's leading newspapers: The times of india and the hindu
• RADIO. CONNECTED TV, SPOTIFY AND SOCIAL MEDIA
• BUS AND TAXI WRAPS AND POSTERS WITH QR CODES LINKED DIRECTLY TO A CONTENT-RICH LANDING PAGE FILLED WITH JOB OPPORTUNITIES AND EMPLOYEE STORIES

THE SUCCESS OF THE INITIAL CAMPAIGN in india has led to the next campaign location of kuala lumpur, malaysia in 2026.

www.bp.com/womenofbp