International Women’s Day, a day dedicated to empowering women, is today! In recent years, it has become a dynamic day for brands to make their mark and celebrate women across the globe. Here are some of the best past campaigns we’ve seen:
1. Always – Like a Girl
This ad quickly went viral after it aired during the Super Bowl. The clip asks people to run, throw and fight “like a girl,” starting with adults and then children. In the commercial, Always shows the stigma attached to femininity as a learned behavior, which prompts Always to ask the question, “When did doing something ‘like a girl’ become an insult?”
2. Microsoft – What are You Going to Make?
This year-long campaign to encourage more women to join the male-dominated STEM fields – science, technology, engineering and mathematics – features young girls having a difficult time naming a female inventor. It then goes on to showcase women such as Mary Anderson, who invented windshield wipers, and Sarah Mather, who created the underwater telescope.
3. Salvation Army #thedress
The South African Salvation Army used the infamous dress to fight domestic violence. By reacting quickly to the publicity surrounding the color of the dress, the organization turned the audience’s attention to a much more prevalent issue. The ad, which portrays a woman wearing the white and gold dress, is captioned, “Why is it so hard to see black and blue?”
4. Cardstore – World’s Toughest Job
Cardstore created this significant ad for anyone who looks down on full-time mothers. After posting a false job listing for “Director of Operations,” the brand unveils the immense time and dedication that it takes to be a mother.
5. Sport England – This Girl Can
This ad, which inspired 1.6 million women to start exercising, promotes healthy body images while celebrating active women. It remedies the notion that fear of judgment of others is stopping women from participating in sports.
6. Pantene – Labels Against Women
This compelling video was created in the Philippines by Pantene to show the double standards that exist in the workplace. When a man and woman perform the same action, many interpret the action in two different ways. For example, men who are leaders are considered the “boss,” yet people view women leaders as “bossy.
7. Dove – Real Beauty
Dove used an emotional video campaign to highlight the idea that marketing and advertising often have unrealistic portrayals of women, and as a result, many women have low self-esteem. They showed women two different drawings of themselves, one drawn by a forensic artist and one that they created of themselves. The results are powerful, and it became one of the most viral video ads of all time
Do you have other great examples of digital marketing for International Women’s Day? Tweet us @DEVENEYMKTG to tell us your favorites.