International Women’s Day
The Clinton Foundation, The Salvation Army And Star Sports India Create Compelling Campaigns To Celebrate Women’s DayPosted by Jerusha Chande | Advertising, Art, Beauty, Digital Media, Digital News, Empowerment, Fashion, Film, Social Initiative, Social Media, Uncategorized, Women in Business, Women in Media
International Women’s Day 2015 saw high-profile brands create strong campaigns to address issues ranging from violence against women to gender equality.
Last week #TheDress went inexplicably viral but the South African branch of the Salvation Army gave the hashtag an intelligent and more meaningful spin for Women’s Day, using it to raise awareness about domestic violence.
The Clinton Foundation made prominent American women, including TV show host Padma Lakshmi, actor Scarlett Johansson and cultural icon Rosie the Riveter, vanish from billboards, bus shelters and magazine covers on March 8. The Not There campaign, created in collaboration with advertising agency Droga5, was designed to draw attention to the Foundation’s No Ceiling’s initiative, using media platforms to present the idea that women are “not there” yet in terms of equality.
Star Sports India released a video ode to the country’s sportswomen with #CheckOutMyGame, which featured champions like boxer Mary Kom and badminton player Saina Nehwal. Opening with the question “You want to check out my game?”, a play on the line commonly used by men who objectify women, the video then makes the viewer shift focus to the sportswomen’s athletic prowess.
“Purpose-driven marketing campaigns have taken off in recent years, as companies look for new ways to connect with their consumers,” said Jim Stengel in New York Times, former CMO at Procter & Gamble. #futureisfemale is the trending topic that creates the strongest connect.
Today on International Women’s Day, it is with great pride that we look back on our digital journey, feeling extremely privileged to have had the opportunity to feature so many incredibly talented women through our Women in Media panel series, Moxie Mentorship campaign and on Moxie Insider with curated stories, advertisements and interviews that have helped shape a more progressive perspective and dialogue about the modern day woman.
From the powerful Bournvita advertisement that applauds the determination and strength of today’s young women to our interview with ASMALLWORLD’s CEO Sabine Heller, who spoke at length about sexism and feminism, we are exploring how women the world over are redefining paradigms of equality and success.