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Around the world, women continue to face discrimination, harassment, and limited career advancement opportunities. While individuals and organizations strive for 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, impactful advertisements and campaigns have played a crucial role in raising awareness.
It’s important to recognize that while video campaigns and advertisements can highlight key issues, they don’t always indicate that an organization is actively implementing real change. However, these campaigns are powerful tools to bring attention to gender-related challenges that might be overlooked.
With International Women’s Day (March 8) approaching, here are 10 of the most memorable campaigns I’ve saved over time. These compelling campaigns cover a range of 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. Addressing this issue, a US-based campaign titled “Her Story” brings attention to the lack of female representation in historical narratives.
This campaign introduces an augmented reality (AR) app designed to work with a widely used U.S. history textbook. The app helps identify and celebrate the contributions of women in history, making their stories more accessible and recognized.
As the saying goes, “You can’t be what you can’t see.” By highlighting women’s achievements, initiatives like this can reshape cultural perceptions and ensure that women’s contributions are more visible in history.
2. BMO, Financial Freedom, Jane’s Story
BMO, a leading Canadian bank, has launched a powerful campaign aimed at “changing the conversation” to empower women in financial decision-making.
This campaign challenges societal stereotypes that undermine women’s financial independence, including concepts like “retail therapy,” “gold diggers,” and the idea of securing wealth through “marrying rich.” By addressing these biases, the initiative seeks to promote financial literacy, independence, and confidence among women, encouraging them to take control of their financial future.
3. Mindspace, hashtag#EachforEqual, Can you Solve the Riddle?
As part of this campaign, Mindspace, a flexible workspace provider, experimented to examine how social biases influence decision-making. They presented a riddle to 22 participants and recorded their responses, uncovering the deep-rooted impact of these biases. This thought-provoking video or riddle can serve as a valuable resource for your next team training session.
Bonus: The Redraw the Balance campaign by UK charity Inspiring the Future also tackles gender stereotypes, highlighting how children begin associating career choices with gender at an early age.
4. CPB London, Imagine
This print-based campaign challenges common assumptions about workplace roles, emphasizing how our environment shapes our thinking from an early age.
Featuring bold posters with thought-provoking questions such as, “Imagine a CEO – is it a man?” and “Imagine someone crying – is it a woman?”, the campaign encourages people to break stereotypes and rethink 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 highlights female athletes who have defied stereotypes and broken barriers, proving the incredible impact of dreaming big and pushing limits.
Bonus: The “Like a Girl” campaign by Always, featured during the 2015 US Super Bowl, delivers a strong and inspiring message about empowering girls and supporting women in sports.
6. Blush and Dove, Change the Rhyme
This Indian ad offers a fresh twist to the classic children’s rhyme “Chubby Cheeks,” using the lens of women’s sports to challenge beauty stereotypes. 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 Pantene commercial sheds light on gender bias and the double standards women face. It contrasts labels often applied to men and women, such as boss vs. bossy, persuasive vs. pushy, and neat vs. vain. The ad encourages viewers to break free from labels and embrace their true potential.
7. ANZ, Equal Future
ANZ Bank’s ad powerfully highlights the gender pay gap by depicting young children assigned the same chores but paid unequally—“just like in the real world.” It delivers a clear and impactful message about the unfair realities of pay inequality.
Bonus: A Danish ad, titled “Gender Equality Explained by Children,” tackles the same issue from a fresh perspective, using children’s insights to shed light on pay disparity and gender inequality.
8. Microsoft, Make What’s Next
Microsoft’s “Make What’s Next” campaign challenges the notion that all inventions are “man-made.” The ad shines a light on the often-overlooked contributions of women inventors, showcasing breakthroughs in computer algorithms, medical advancements, and everyday household innovations.
Its goal is to inspire young women to explore careers in science, technology, and engineering, empowering them to become the next generation of innovators.
9. Correct the Internet
A recent New Zealand-based campaign, “Correct the Internet,” tackles social bias in search engines, where male achievements are often prioritized over female contributions.
Featuring a short but impactful video, the campaign encourages people to report inaccuracies when they spot them, helping to correct biases and ensure more accurate and inclusive information online.
10. shequel
This Women’s Health Victoria initiative, backed by the government and key partners, is dedicated to promoting equality in the advertising industry. It advocates for greater diversity, moving beyond representations limited to white, able-bodied, and straight individuals.
The campaign challenges stereotypes, particularly those that overly sexualize women or confine them to roles as caregivers and homemakers. With a powerful message—“It’s time to pick up the pace because advertising inequality affects us all, limiting our choices and impacting our safety”—the ad calls for meaningful change in media representation.
Conclusion
These 10 gender equality awareness campaigns showcase the power of media and advertising in challenging stereotypes and driving change. From promoting equal pay to encouraging women in male-dominated fields, each campaign plays a crucial role in breaking societal barriers.
By emphasizing diversity, empowering women, and confronting biases, these campaigns continue to push for a more inclusive and equal world. Their impact resonates globally, inspiring both individuals and organizations to take action in the ongoing fight for gender equality.
