Adriene was a Sr. Art Director for e.l.f. Beauty’s “Change the Board Game” initiative— which aimed to calling out the shocking lack of diversity in corporate boardrooms. The “So Many Dicks” campaign put the issue front and center with stats like: There are twice as many men named Dick on publicly traded boards as all Hispanic women.
Adriene helped bring the campaign to life across 100+ assets, including a massive Wall Street takeover spanning Fulton Street, the Oculus, and more. The message was impossible to ignore, hitting everyone from bankers to everyday commuters.
The impact was immediate: 2.3B media impressions, the most talked-about campaign on LinkedIn, 98% positive media sentiment—and real action. e.l.f. sponsored a cohort of diverse NACD candidates, and 10% have already been placed on boards.
THE ORIGIN
So Many Dicks came from one small ask:
Create an internal video about e.l.f.'s own board.
