Three Brands Celebrating International Women’s Day
As the founder of an agency focused on marketing to women and moms, I always take note of how brands embrace the interests of their female consumers. So today, as we take time to celebrate International Women’s Day (be sure to visit the International Women’s Day site and take the #pledgeofparity), I am taking a look at three brands who are using this day of celebration as a way to promote gender equality as well as highlight the rich diversity of the female demographic.
Microsoft, “Make What’s Next”
Microsoft launched a new campaign, “Make What’s Next”, to encourage girls to enter tech fields. The TV ad, which aired during early morning news programs, shows young girls talking about why they love science but failing to name any inventors besides men (don’t worry–a montage of female inventors is included). “We want girls to know that there are women out there that have made amazing things in whose foot-steps they can follow,” said Kathleen Hall, corporate VP, global advertising at Microsoft.
David Jones, “Women in Conversation”
David Jones, a retail brand out of Australia, created a content series, “Women in Conversation”, that taps into the psyche of a diverse group of Australian women. “We wanted to facilitate a forum for interesting and dynamic women to share their views and for this content to be shared to act as a catalyst for greater conversation on important topics relating to women,” said Victoria Doidge, general manager, marketing communications for David Jones. “Women in Conversation” is the first series to be released as part of a new content program ‘At the David Jones Table.’
DDB Worldwide, “Talent Has No Gender?”
In honor of International Women’s Day, DDB launched a social campaign and call-to-action that supports their commitment to promoting gender equality throughout the advertising industry. “Talent Has No Gender,” encourages everyone in its its 2,000+ employee network to change their profile pictures and abbreviate their gender-defining first names on LinkedIn to appear genderless. When people upload the new image and name, their account will post an update to the timeline of every one of their connections, encouraging others to get involved by visiting TalentHasNoGender.com. The multiplatform execution also appears on Facebook, Twitter and Instagram. “Our goal is to recognize pure talent in our industry and take gender out of the equation,” said Wendy Clark, President and Chief Executive Officer of DDB North America.