Posts Tagged ‘International Women’s Day’

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Women, Causes, and Ads: International Women’s Day

In Ads and other executions,Campaigns,Marketing Ethics on March 9, 2013 by Jox Tagged: , , , , , , , , , , , ,

Talking to women, selling products, services, ideas, and any commodity imaginable have been proven to be profitable. Billion-dollar businesses thrive on women’s buying power. Advertising has come a long way when it comes to women empowerment. Ads have evolved with women as their roles changed, shifted, and escalated to new heights.

Yet International (Working) Women’s Day serves as a reminder that whilst it is worth celebrating gender equality, there are still issues that can be considered backward as culture, religion, or even ignorance can be a factor that hinders rights from being acknowledged and implemented. It’s always a step forward and two steps back in the feminist realm.

TIME Magazine hit the stands yesterday with a bold statement, “Don’t Hate Her Because She’s Successful” with a seemingly ubiquitous presence of Sheryl Sandberg that implied that we’re not going to get rid of her and her supposed cause easily. The statement pertains to one of Sandberg’s points on female’s rise to power that is inversely proportional to her likability. Now whether this is a publicity stunt for mercenary causes or a real cause about “rebooting Feminism”, I personally believe the latter but I shall not dwell on this.

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Image courtesy of TIME magazine

Timing is everything and the riveting cover opened up International Women’s Day on a positive note. It also happened to be a grand launch of Sandberg’s new book, Lean In and her new organization that has already gathered women of power. Given all these contact points that strategically hit the right buttons at the right time, the campaign seems to be moving full speed ahead.

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International Women’s Day is also a perfect platform for make up brands. L’Oreal has been truly effective with its “Because I’m/you’re worth it” tagline. One way to keep track of women’s progress is through their ads. Back in the day, make up ads would be even dubbed with male voice talents because beauty and image were defined from a man’s perspective. The Feminist Revolution has shifted the focus and spoke to women by women.

L’Oreal also has reinforced its Women of Worth campaign to reinforce the brand’s association with women empowerment.

The brand partnered with Marie Claire and kickstarted the #womenwishes campaign on twitter.

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At the end of the day, campaigns that capitalize on words are not enough. When a brand or company hinges on a cause and venture in Corporate Social Responsibility, there must a follow through. The agenda must be real. Companies must excavate their hearts that have been piled on by corporate blur. It’s time to go back to humanity.

And ads are just waiting to be conceived to once again stir the status quo and document history.#

(C) Brand and Pitches 2013