SISTERS Annie Lennox and Friends at Royal Albert Hall

Client: The Circle of Women

The Circle is a global feminist NGO that partners with women-led grassroots organisations to end violence against women and promote economic justice. Deviate Digital is a women-led digital advisory agency to the entertainment industry founded by longstanding Circle supporter Sammy Andrews. Together, we created SISTERS, a sold-out Royal Albert Hall concert celebrating International Women’s Day and raising vital funds and awareness for global feminism. 

The event brought together a diverse line-up of high-profile women - including The Circle’s founder Annie Lennox - and sold out in seven minutes. It raised more than £220,000 and generated over 60 pieces of media coverage. Deviate Digital conceptualised the event and contributed significant pro-bono support, including industry networks, digital expertise, and event management. Diversity and women’s leadership were at the heart of SISTERS, reflected on stage, backstage, and throughout decision making. The partnership showcased the power of women supporting women.