The idea
Making sure that women are celebrated for their leadership
Taus is an initiative that was created to highlight great role models who can inspire others to become better leaders. The long term goal is to increase the proportion of female leaders within the regional government, entrepreneurs and company boards in the regions of Jämtland and Härjedalen.
The motivation
Why it matters
Out of 6831 business owners in the region, 26% are women (Region JH, 2023). More women are needed in leadership roles on both boards and management teams,
16% of Sweden’s CEO’s are female, despite the fact that a more gender equal management would lead to better profitability. (SCB, BCG).
Taus wants to help change this using data driven communication and differentiated branding.
Background
Force, wisdom and drive
Toghether with the other co-founders we explored, drives, goals, challenges and possibilities for the brand. The process lead us from a vision to an including brand full of energy, that takes up a lot of space, but without being arrogant,
To succeed in the positioning, we needed a name that reflected the award. We chose the name “Taus” because of its strong local language connection and connotations of strength and faith in the future.
Spreading the word
Personal focus without filters
We chose to use the website as the hub of the marketing activities. We focused on explaining what the award stands for and when the time came, to announce all the candidates.
To spread awareness we created templates for other digital channels that all those involved could use to further enhance reach and focused on personal portraits of the candidates
