As International Women’s day is upon us, and with diversity and the #metoo movement being such a hot topic right now, I thought we should bring some light by looking at some of the positive women focussed marketing campaigns in recent years.

For those of you that don’t know about International Women's Day (March 8) - it is a global day celebrating the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating gender parity.
Brands are now understanding that it is a company’s values and morals that people connect with and is important for the longevity of the brand, rather than just getting the product and brand name out there, you need to tell a story.

Here are my personal top 3 picks from recent years;

AFL Women’s - “I’d like to see that”

Jemma Wong, Head of Audience Growth at the AFL, took the brand in a new direction and launched Women’s AFL by leveraging the equity from the much loved ‘I’d like to see that’ campaign. With the help from some of Australia’s highest profile sportswomen and men, Jemma set a new standard for women in sport, reaching new audiences through different channels.

This campaign highlights how AFL has changed and evolved over time. The players are having a powerful impact acting as role models and empowering younger girls to take part in AFL.

The original 1994 ‘I’d like to see that’ campaign is still one of the most loved and influential adverts AFL have ever produced. Check out the 1994 and 2017 campaigns below.

1994: https://www.youtube.com/watch?v=xsMPGOzjBmo

2017: https://www.youtube.com/watch?v=p1UEy5Lv20U

Sport England - #thisgirlcan

This inspirational campaign aimed to inspire women to get involved in sport more frequently and not fear judgment when they do - as they found this as a main barrier for women. “Initial findings from the Active Women project suggest the key to successful recruitment of women is to address common concerns, such as self-consciousness about fitness, weight or sporting ability.” (Sport England)

After only 1 year after the launch of this campaign, 2.8million 14-40-year-old women claimed they have been involved in more sports because of the #thisgirlcan campaign. Which is a great result and ever-growing.

https://www.youtube.com/watch?v=BZoXyIxqFRc

The Australian Government - Stop It at The Start

An emotive campaign that was for the prevention of domestic violence and an important message to younger generations.

According to White Ribbon, and quite shockingly;

 “One in three women have experienced physical and/or sexual violence perpetrated by someone known to them.”

“intimate partner violence is the leading contributor to death, disability & ill-health in Australian women aged 15-44.’

This ad, created by BMF and launched in 2016, was targeted at 'influencers' (i.e. parents, teachers etc.) to become more aware of gender negative language they use that can influence their children to grow up with disrespectful behavior learnt from this; sexist remarks like ‘throw like a girl’ and ‘he only does it because he likes you’.

https://www.youtube.com/watch?v=Y_WcaIkWYuk

We are moving in the right direction and long may it continue!

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