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Around the world, women still face high levels of discrimination and harassment and fewer opportunities for career advancement. While individuals and organizations work toward gender equality through initiatives like Gender Equity Action Plans (GEAP), programs such as SAGE Athena Swan, and global movements like #MeToo, HeForShe, and Balance for Better, several ads and campaigns have made a significant impact in raising awareness and promoting gender equality.
It’s important to note that a video campaign or advertisement focused on awareness doesn’t always mean an organization is taking real steps to support gender equality. However, these campaigns can bring attention to important topics that might be overlooked.
With International Women’s Day (March 8) just around the corner, here are 10 of the most memorable campaigns I’ve saved over time. These powerful campaigns cover various topics, from celebrating women inventors and historical figures to promoting financial independence, challenging stereotypes, and addressing unconscious bias.
1. Lessons in HerStory, Introducing Lessons in Herstory
History has often been written by men, for men. This US-based campaign, called “her-story,” highlights this issue and offers an augmented reality app linked to a popular US history textbook. The app helps identify and celebrate the stories of women in history. As the saying goes, “You can’t be what you can’t see,” apps like this can change culture by making women’s contributions more visible.
2. BMO, Financial Freedom, Jane’s Story
BMO, a Canadian bank, has launched a strong campaign focused on “changing the conversation” to empower women in financial decision-making. The ad addresses the effects of societal stereotypes, such as the ideas of “retail therapy,” “gold diggers,” and relying on wealth through “marrying rich.” It aims to promote financial understanding, independence, and confidence among women.
3. Mindspace, hashtag#EachforEqual, Can you Solve the Riddle?
As part of this campaign, Mindspace, a flexible workspace provider, experimented to explore how social biases influence decision-making. They presented a riddle to 22 participants and recorded their responses, revealing the impact of these biases. The video or the riddle can be valuable for your next team training session.
Bonus: The Redraw the Balance campaign by UK charity Inspiring the Future also addresses gender stereotypes, showing how early children start associating career choices with gender.
4. CPB London, Imagine
This print-based campaign challenges common assumptions about workplace roles, highlighting how our thinking is shaped by the environment we grew up in. Bold posters pose thought-provoking questions like, “Imagine a CEO – is it a man?” and “Imagine someone crying – is it a woman?” The campaign encourages breaking stereotypes and rethinking biases in the workplace.
5. Nike, Dream Crazier
Nike’s 2019 Dream Crazier ad is a powerful campaign narrated by tennis legend Serena Williams. It celebrates female athletes who have shattered stereotypes and broken barriers, showing the world the incredible impact of daring to dream big.
Bonus: The Like a Girl campaign by Always, featured during the 2015 US Super Bowl, delivers an inspiring message about empowering girls and supporting women in sports.
6. Blush and Dove, Change the Rhyme
This Indian ad gives a fresh twist to the classic children’s rhyme Chubby Cheeks, challenging beauty stereotypes through the lens of women’s sports. As children recite the rhyme with growing intensity, the ad delivers a powerful message: “There’s more than one kind of beautiful.”
Bonus: A 2023 commercial by Pantene highlights gender bias and the double standards women face. It contrasts labels applied to men and women, like boss vs. bossy, persuasive vs. pushy, and neat vs. vain. The ad inspires viewers to break free from labels and embrace their potential.
7. ANZ, Equal Future
ANZ Bank’s ad highlights the gender pay gap by showing young children assigned chores but paid unequally—“just like in the real world.” It delivers a clear message about the unfair realities of pay inequality.
Bonus: A Danish ad titled Gender Equality Explained by Children addresses the same issue equally, offering a fresh perspective through children’s insights.
8. Microsoft, Make What’s Next
Microsoft’s Make What’s Next campaign challenges the idea that all inventions are “man-made.” The ad highlights the often-overlooked contributions of women inventors, including those behind computer algorithms, medical breakthroughs, and everyday household items. It aims to inspire young women to pursue science, technology, and engineering careers.
9. Correct the Internet
A recent NZ-based campaign, Correct the Internet, addresses social bias in search engines, where male achievements are often prioritized. The campaign, featuring a short video, urges people to provide feedback when they spot inaccuracies, helping to correct these biases and ensure more accurate information online.
10. shEqual
This Women’s Health Victoria initiative, supported by the government and other partners, aims to promote equality in the advertising industry. It encourages greater diversity, going beyond just white, able-bodied, and straight people, and challenges stereotypes, especially those portraying women as either overly sexualized or solely as caregivers and homemakers. The ad emphasizes, “It’s time to pick up the pace because advertising inequality affects us all, limiting our choices and impacting our safety.”
Conclusion
these 10 gender equality awareness campaigns highlight the power of media and advertising to challenge stereotypes and inspire change. From promoting equal pay to encouraging women in male-dominated fields, each campaign is vital in breaking societal barriers. These campaigns continue to push for a more inclusive and equal world by focusing on diversity, empowering women, and confronting biases. Their messages resonate globally, motivating individuals and organizations to take action in the ongoing fight for gender equality.
FAQs
Q1: What is the purpose of gender equality awareness campaigns?
Ans: Gender equality awareness campaigns aim to challenge stereotypes, raise awareness about discrimination, and promote equal rights and opportunities for all genders. They focus on breaking down social, cultural, and workplace barriers.
Q2: Why are these campaigns important?
Ans: These campaigns help to highlight inequalities and promote a more inclusive and fair society. They encourage individuals and organizations to recognize gender bias and take action to foster equal opportunities.
Q3: What impact do these campaigns have?
Ans: They can create significant social change by influencing public opinion, shaping policies, and inspiring people to challenge gender stereotypes in everyday life, workplaces, and media.
Q4: Can men benefit from gender equality campaigns?
Ans: Gender equality campaigns benefit everyone by promoting fairness and reducing harmful stereotypes about men and women. They encourage healthier relationships, more inclusive workplaces, and balanced societal roles.
Q5: How can I support gender equality campaigns?
Ans: You can support gender equality campaigns by spreading awareness, participating in discussions, supporting organizations that promote gender equality, and advocating for policy changes in your community or workplace.
Q6: What are some examples of successful gender equality campaigns?
Ans: Examples include Nike’s Dream Crazier, Always’ Like a Girl, and Microsoft’s Make What’s Next. These campaigns have raised awareness and sparked conversations about gender biases in sports, careers, and everyday life.
Q7: How do these campaigns use media to spread their message?
Ans: These campaigns use powerful visuals, social media, videos, and advertisements to reach a wide audience. They focus on creating impactful and relatable messages that resonate with people of all ages and backgrounds.
Q8: How can schools use gender equality campaigns in education?
Ans: Schools can incorporate these campaigns into their curricula to teach students about gender equality, break stereotypes, and foster a more inclusive environment. Campaigns can serve as discussion starters and promote critical thinking.
Q9: Are these campaigns only for women?
Ans: While many gender equality campaigns focus on women’s empowerment, they are also about challenging traditional gender roles and benefiting all genders by promoting fairness and equality for everyone.
Q10: How can companies get involved in promoting gender equality?
Ans: Companies can get involved by creating inclusive workplace policies, supporting campaigns, and promoting gender diversity in hiring and leadership roles. They can also participate in or sponsor initiatives that advocate for gender equality.
