Female Tribes

The study is anything but typical therefore it was important that the campaign around the study didn't feel anything like typical advertising collateral.The person most qualified to relay the findings of the study was someone who had lived experience of them. This lead us to Sasha Terfous, a spoken word poet with a fresh voice and a distinct view on the female narrative – the perfect person to articulate the challenges facing women in Ireland today. Our brief to her was simple – bring the findings of the Female Tribes study to life in a memorable and accessible way.

"Women in Ireland have never had it better. Or so they say…"

Despite the huge progress that has been made in Ireland to drive the female narrative forward, our study shows that there is much still to be achieved. In response to the findings Sasha penned a powerful poem entitled 'Warrior Women' immortalising a number of key themes from the data. The opening lines sum it up perfectly; women in Ireland have bought into the idea that it has never been a better time to be a woman. This, unfortunately, is a myth.