Femvertising

8 March 2016

Brands are beginning to change how they speak to women. These are a few of the campaigns that aim to empower women and make a change in today's society.

1. Pandora launches new era of celebrating women

Pandora has launched a new campaign that aims to honour women’s uniqueness as individuals and as a collective. The spring 2015 campaign - Unique as We Are - follows the separate lives of different women who come together as a close group of friends to celebrate a friend’s wedding, intertwining their personal narratives. The campaign shows the collective...

2. Not everything is 'man' made says Microsoft

Microsoft has launched a campaign to coincide with International Women’s Day in the US as part of an effort to encourage girls to enter tech fields. The spot pictures young girls taking about why they love science but failing to name any inventors beside men. A montage of creations by women creators follows – including Maria Beasley who made the life raft....

3. TBWA takes the lead on gender equality

On International Women’s Day 2016, TBWA Worlwide has made women’s issues everyone’s issues by pairing real quotes from women in advertising with their male peers. The agency launched the campaign after a network-wide initiative to achieve a more balanced representation of women in leadership roles across offices discovered that as long as women’s issues...

4. NAB drives change for International Women’s Day

NAB employees have come together in a one-minute clip to share the message of equality with the community, coinciding with International Women’s Day. In the clip, NAB CEO Andrew Thorburn along with other employees show their support for equal pay, take a stand against domestic violence and comment on the acceptance of working parents. Thorburn, being a dad...

5. ANZ gets behind International Women’s Day

To coincide with International Women’s Day 2016, ANZ has launched a social case study highlighting the gender pay gap in Australia by capturing the candid reactions of brothers and sisters doing the same chores but not receiving equal amount of money as payment. The adorable, yet hard-hitting video series aims to bring the financial inequality conversation...

6. Westfield tells women they can be anything

Scentre Group has launched its national autumn/winter 2016 fashion campaign ‘Own Your Story’, announcing singer Delta Goodrem and model Yay Deng as the new style ambassadors. The campaign empowers women to embrace their individuality and express themselves through style. In two short films, 'Own Your Story' sees Goodrem and Deng each share advice with their...

7. Indian ad questions gender stereotypes

A new campaign out of India encourages dialogue about stereotypes. In the ad, a father’s heart-warming apology to his daughter aims to make you wonder, ‘Are we passing on gender roles that haven't evolved with the times?’ In the ad for Ariel, from BBDO India, the father says: “I never told you that it’s not your job alone, but your husband’s job too. But...

8. Weight Watchers reinvents itself with BMF

The campaign invites everyone to 'live bigger', relaunching its brand and program to highlight that losing weight doesn't just make you smaller, but it gives you the confidence to be bigger in life. The one-minute clip features women of all ages eating, exercising, enjoying their life and even getting frisky with some hot men. WW managing director Paul...

9. Neutrogena aims to empower women with global campaign

Neutrogena is launching a global campaign with the tagline "See What's Possible," the latest in a growing genre of female-empowerment efforts. The commercial shows women from all walks of life doing what they love, including surfing, boxing, motorbike riding and ballet. The voice-over is brand spokesperson and ‘Scandal’ star, Kerry Washington, who speaks...

10. Girls, the couch can wait

The federal government has launched a major campaign encouraging young women to get moving after research revealed they do not exercise as much as young men. The ‘Girls, make your move’ campaign features real girls being active through a number of sports like soccer, surfing and hockey. The text reads, “The couch can wait.” The government aims to encourage...

11. Target Australia sends body love to women for Valentine’s Day

Target Australia has kicked off a body positive campaign for Valentine’s Day proving lingerie fits all shapes and sizes. The retail giant posted an Instagram picture featuring model Margaret Macpherson alongside other curvy women who defy stereotypical fashion-industry standards on size and age, with the caption: “Yay for looking good and feeling great with...

12. #LikeAGirl remains unstoppable

This time the spot focuses on highlighting that girls are unstoppable. It follows the traditional format where girls share the struggles they face, but this one looks at the theme of girls feeling less capable and hindered by society. Girls are then encouraged to write down their feelings on boxes and then break them down. Watch the spot for yourself and...

13. 'This Girl Can' for Sport England hits global viral status in 2015

UK ad 'This Girl Can' for Sport England aims to encourage women to get involved in sports. The short television clips by UK firm FCB Inferno draw upon “real” women’s bodies, of different shapes and sizes, as they move, sweat, strain and take pleasure in a range of activities – swimming, kickboxing, football, dance, cycling and more. The campaign hit viral...

14. #FaceItTogether aims to end violence against women

The spot brings awareness of violence against women and girls, where as many as two in three women will experience violence and abuse at the hands of those closest to them. In some places, as many as 100% of women report experiencing violence. The campaign video released on the organisation's Facebook page shows a number of women and men speaking candidly...

15. Mimco supports anti-violence organisation

Mimco has signed a three-year commitment to help prevent domestic violence. The accessories retailer has partnered with Our Watch, a not-for-profit organisation dedicated to preventing domestic violence before it starts. The deal will see Mimco release seasonal capsule collections, with 100% of all profits going towards education and training programs. To...
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