International Women’s Day offers brands a great chance to not only raise awareness and advocate for gender equality, but also build a stronger connection with their female audience. Why is this so crucial? The fact is that women influence 85% of purchases (according to US statistics). Campaigns highlighting the interests and needs of women can significantly improve their loyalty and build brand trust.

To inspire your holiday communication, we have created a list of meaningful projects that empower women, challenge stereotypes, and promote inclusivity. This article will explore the impact of iconic International Women’s Day campaigns and why they are essential in today’s society.

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Top International Women’s Day campaigns that drive thought and inspiration

#1. Bertha Benz: The Journey That Changed Everything — Mercedes

This powerful video is an excellent example of storytelling. The picture is so high in quality, and the plot is so well thought out that you feel like you’re watching a Hollywood movie. The film reveals the story of the world’s first long-distance car drive from Mannheim to Pforzheim, Germany, made by a woman in 1888.

The lead character is Bertha Benz, Karl Benz’s wife and business partner, who played an essential role in founding Mercedes-Benz. She understood the potential of her husband’s invention and was committed to proving it worked at a time when people were skeptical of this new technology. This campaign shows how Berta’s confidence and perseverance overcame prejudice and became a source of inspiration for others. The empowering slogan states that she believed in more than a car—she believed in herself.

If you want to create an engaging video campaign for International Women’s Day, there’s no need to spend your budget and time on filming, as you can find spectacular footage in our thematic collection.

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#2. The Dream Gap — Barbie

Following the success of the Barbie film, the Mattel doll became the center of attention and brought a trendy Barbiecore aesthetic to life. The company, which has often been criticized for creating unrealistic beauty standards that can negatively affect self-esteem, is moving more and more toward diversity and inclusion. Part of Mattel’s social commitment are campaigns to support young girls, such as The Dream Gap.

It highlights that from the age of 5, girls begin to doubt their ability to achieve what they really want. The reason—stereotypes that prevail in society and influence the development of kids and their future choices. In this touching ad, the girls ask viewers to help close the Dream Gap so that the world can become a place of unlimited possibilities for them.

Want to impress your audience and stand out from the competition? Choose one of the trendy aesthetics that will set a unique mood for your holiday campaign. Try sophisticated royalcore, relaxed normcore, or any other niche style that suits your brand.

#3. Where there is a woman, there is magic — Coca-Cola

Sometimes, a single, powerful image is all you need to grab attention and convey a message effectively. A striking example of this is the holiday design by Coca-Cola. The brand relied on minimalism, and it worked perfectly. A combination of their bottle, logo, and the Venus symbol creates a simple and impressive composition, emphasized by the smart use of negative space in branded red and white colors. The design is complemented by a short yet impactful message that acknowledges the unique power of every woman to make our world a better place.

Скріншот постер Coca-Cola до Міжнародного жіночого дня

Source: Behance

If you like the idea and want to create branded holiday graphics, our free Background remover will be handy. In just a few seconds, you’ll get background-free images you can download and use in any design project.

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#4. One Day We Won’t Need This Day — Nike

In its holiday campaign, Nike addresses the topic of equality. In the one-minute video, we see talented female athletes, including Serena Williams, Megan Rapinoe, and many others, as well as their moments of triumph. The narrator expresses the hope that someday we won’t need International Women’s Day because there will be no need to prove they are just as fast, strong, or skilled. This commercial is a follow-up to the Nike Dream Crazier campaign dedicated to female athletes who have broken barriers and inspired generations of athletes to chase after their dreams.

Are you looking for images of passionate and motivated women for your holiday communication? Discover our curated “Women in Sports” collection with photos that perfectly complement your social media post or creative campaign.

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#5. Because She Watched — Netflix

To celebrate International Women’s Day 2020, Netflix launched a holiday campaign called “Because She Watched” in collaboration with the UN. This inspiring video features original shows and films from the streaming platform with powerful female characters. Lana Condor, the actress from “To All The Boys I’ve Loved Before,” narrates the commercial to highlight how the media can empower women by fostering a sense of belonging and solidarity.

This campaign was curated by women creators who work both behind the scenes and on screen. Its main idea is that now, women can tell their own stories and not just be in supporting roles. According to the creators, “It’s about making visible the invisible, and proving that only by fully representing and including women on screen, behind-the-camera and in our narratives overall, society will truly flourish.”

To convey the principles of diversity and inclusivity, choose images of women of different nationalities, ages, and professions. Check out a collection that represents women from all over the world.

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#6. Can you solve the riddle? — Mindspace

On International Women’s Day 2020, the theme of which was Each for Equal, Mindspace held a social experiment. As part of it, 22 people of different genders, ages, and nationalities were asked to solve the same riddle describing a real-life scene. Each participant offered their version, but no one was correct, even though the right answer turned out to be ridiculously simple. This eye-opening social experiment showed that most people (including women) subconsciously contribute to the spread of sexism, and cognitive biases constantly influence their decisions. Watching this video makes every viewer think about whether we are any closer to solving the problem of gender inequality in the workplace.

Spread the message of equal opportunities regardless of gender! Use images of women who fulfill their potential and succeed in various fields. Check out our “Power of Women” collection.

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#7. First of Many — Google

Google’s inspirational video honors women who have become pioneers and role models for many others. The first female pilot, the first woman to win the Nobel Prize, the first female rapper, and the first woman to climb Everest are just a few examples of women who have paved the way for others and made them believe in themselves. This campaign embodies the powerful spirit of sisterhood and community, where the achievements of each individual woman become a victory for all. It’s a great showcase of how brands can embody the International Women’s Day theme in an engaging and uplifting way.

Find ready-to-use International Women’s Day greetings and images perfect for custom holiday designs in our thematic collection.

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#8. Double Standards — CPB London

CBP is one of the most prominent advertising and creative agencies that has repeatedly won the title of being the best, particularly at the Cannes Lions International Advertising Festival. Among the outstanding and thought-provoking projects of the CPB London office is their 2023 campaign, which reflects on the double standards women face daily. It refers to situations where women are judged for behavior that is absolutely acceptable and even approvable when it comes to men.

Due to the subconscious use of vocabulary that spreads gender stereotypes, a woman is labeled as hysterical, while a man who behaves the same way is considered passionate. Some other examples include assertive vs. bossy or pushy vs. ambitious. With the help of posters hung in London, CPB showed how unfair and biased attitudes towards women are. The campaign also received comprehensive coverage online, gaining 1.9 million impressions and 20 million views on news platforms.

Фото CPB London плакат кампанії Double Standards на вулиці Лондона

Source: Creative Boom

#9. Behind the Mac — Apple

Apple’s 2020 International Women’s Day campaign is both powerful and simple. It’s a video made up of photos of remarkable women changing the world through the transformative power of creativity. We see Gloria Steinem, Lady Gaga, Diane Von Furstenberg, Tarana Burke, and other famous female figures “behind the Mac.”

The video is followed by a compelling narration of women’s challenges in modern society. From childhood, they are taught to downplay themselves and not have too many ambitions—their success can be seen as a threat to men. With this message, the brand emphasizes the courage of women who have not stopped on the way to their dreams.

Your audience will appreciate authentic images of women that convey candid emotions, so rely on sincerity and real-life scenes. Find such files in our “Authentic Women” collection.

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#10. Be a Lady They Said — Girls. Girls. Girls

This video was not initially dedicated to International Women’s Day. Still, it is so powerful and honest about the unfairly inflated (often completely contradictory) demands that modern women face. It is based on an abridged version of the “Be a Lady They Said” text, written and published by Camille Rainville, author of the blog “Writings of a Furious Woman” in 2017. In the several-minute video, actress and activist Cynthia Nixon reads a heartfelt monologue about common stereotypes and sexist statements about women. It reflects the constant social pressure to dictate how women should look, dress, eat, or behave to fit the image of a lady. This video raised a problem that thousands experience daily, so it’s no wonder it went viral.


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Допис, поширений Girls. Girls. Girls. Magazine (@girls.girls.girls.magazine)

To sum up

International Women’s Day campaigns have their specifics as they combine holiday and cause marketing. Although these campaigns are not designed to generate leads or increase conversion rates, they can help achieve other important goals, including expanding brand awareness, building reputation, and establishing trust with audiences. We encourage you to use this opportunity to showcase your strong commitment to women’s rights and connect with your female audience. Share empowering stories that inspire positive change as you contribute to a future of equal opportunities for all.


Other articles you may find interesting

Women’s Day Greetings: 20 Ready-to-use Postcards

Seeing the World Through Women’s Eyes: A Tribute to 10 Female Photographers

Redefining Beauty in the Modern World: How Brands Can Adapt


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