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Jeevan Georgina Hammond
Editorial Assistant CreativebriefInternational Women’s Day is on the 8th of March this year. The theme for 2025 is ‘Accelerate Action’. Focusing on the statistic that it will take until the year 2158 to reach full gender parity, if we keep going at our current rate of progress.
Women face gender inequality in a variety of ways, from period shame to gender-based violence. Almost 1 in 3 women across the globe having experienced physical and/or sexual violence at least once in their life. Tackling the current rise of sexist, far-right rhetoric online, International Women’s Day is a chance for us to raise awareness and encourage change.
At the same time, it provides the opportunity for brands to look at all facets of womanhood. From raising awareness of more serious issues to creating light-hearted campaigns that champion self-expression in a world that places so much pressure on women.
This week’s articles range from demonstrating how brands and agencies can ‘Accelerate Action’, to support women to become their most authentic selves and reach their full potential.
Persil and Arsenal embrace the power of stains
Persil is working with Arsenal to tackle shame around period stains in sports, as part of the brand’s ‘Dirt is Good’ platform. Embracing the power of fandom, Beth Mead and Leah Williamson of Arsenal star in the our-of-home campaign created by MullenLowe.
While blood-stained socks from injuries might be a badge of honour on the pitch, period blood is met with embarrassment. 78% of girls surveyed, aged 15-18, stopped playing sports because of their period. For 62%, this was due to fears of stains and leaks which lead to feelings of embarrassment, anxiety and shame.
To empower women and girls to keep playing sports, the campaign features photos of female athletes who have performed while bleeding. Out of home and print assets link to a wider content series, featuring Arsenal football players giving guidance on how to break down fear of stains. Helping to break down barriers to sport, the campaign tackles an issue so many women and girls face, head on.
- Persil x Arsenal x Mullenlowe:
- Read the article here
Saoirse Ronan’s viral moment sparks IWD campaign
Off the back of a viral moment from actress Saoirse Ronan, where she exposed the difference in feelings of safety that men and women experience, charity Beyond Equality worked with Forsman & Bodenfors to produce a campaign for International Women’s Day. The campaign, running across digital out-of-home, print, and online channels, aims to educate the public on the, often unnoticed, mental load that women carry daily trying to stay safe.
While her male colleagues joked about the “ridiculousness” of trying to use a phone to retaliate in the event of an attack, Ronan responded 'That's what girls have to think about all the time’. She said what many female viewers may have been thinking, but what their male counterparts might never have thought about - the plight to stay safe as a woman.
Positive masculinities charity, Beyond Equality, set out to better engage men in this conversation. The campaign shows what a man might see of a situation, versus ‘what she sees’. A mobile device to one is a self defence device to another; while men might be focused on minding the gap on the tube, women might be focused on minding being touched or harassed. The timely work draws attention to a serious issue, while helping men to be better allies and share the load of ensuring women’s safety.
- Beyond Equality x Forsman & Bodenfors:
- Read the article here
Coach tackles modern overwhelm by encouraging self expression
Global fashion house, Coach, introduced its Spring collection with Elle Fanning, Nazha, Kōki and Youngji Lee in ‘On Your Own Time’. The campaign, by Mother, addresses digital overwhelm and modern pressures, instead encouraging consumers to go at their own pace.
Chief Marketing Officer at Coach, Joon Silverstein, shared that Gen Z consumers globally share a “fear of ‘falling behind’ in a world that glorifies, even fetishises, relentless progress and that this pressure to achieve at an ever-faster pace held consumers back from fully exploring their possibilities”.
Combating pressure and overwhelm, the hero videos show female protagonists feeling free once they have stepped away from the digital and decided to live in ways that feel right to them. Encouraging authentic self-expression,tThe campaign offers a fresh take on the sector with expressive luxury.
- Coach x Mother:
- Read the article here
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