International Women’s Day is the perfect time to reflect on the incredible marketing campaigns that have championed female empowerment over the years. At The Brand Marquee, we’re all about creativity, passionate messaging, and impact, so we’ve rounded up our team’s favourite campaigns that have inspired, challenged, and celebrated women in meaningful ways.
Vicky: This Girl Can
Few campaigns have managed to strike the perfect balance between inspiration and authenticity quite like ‘This Girl Can’. Launched by Sport England, this campaign threw out the traditional ‘perfect athlete’ stereotype and instead celebrated real women, of all shapes and sizes, looking like real women do when they exercise, it was totally relatable. It spoke to me personally, no condescension, just motivation. It inspired me to put on my trainers and, as I discovered, that ripple effect extended far beyond me. The inspiration might have gone too far when I became a part of the This Girl Can campaign, ahead of my 2016 London Marathon, with my local running club.
Beth: Like a Girl – Always
Always’ ‘Like a Girl’ campaign took a phrase that had been used to insult and disempower young girls and flipped it into something powerful. The emotional storytelling and simple, yet impactful, execution made it one of the most memorable gender-focused campaigns in recent history. It reshaped the conversation around confidence during puberty and left a lasting impression on how young girls, and society, view their potential.
Holly: Reverse Selfie – Dove
Dove has long been a champion of real beauty, but the ‘Reverse Selfie’ campaign hit home for me. Released during COVID-19, it shed light on the way young girls digitally alter their photos to fit unrealistic beauty standards. I remember photoshopping my own pictures at a time when no one was actually seeing me in person. After watching this campaign, I stopped editing my photos. It made me rethink my role in influencing younger generations and reminded me that authenticity is far more powerful than filtered perfection.
Jordan: A Soldier is a Soldier
This Army recruitment campaign challenged gender stereotypes in a traditionally male-dominated field. The ‘A Soldier is a Soldier’ campaign by Karmarama was a recruitment campaign that dismantled outdated perceptions by highlighting that every soldier, regardless of gender, wears the same uniform and ranks the same way. It’s an important reminder that true equality comes from changing the way we frame the conversation entirely, rather than simple representation.
Jay: #LookAtMe – Women’s Aid
Hard-hitting and thought-provoking, Women’s Aid’s ‘#LookAtMe’ billboard campaign tackled the difficult issue of domestic abuse with a powerful, interactive execution. The ad used facial recognition to show how people tend to look away from domestic abuse victims, reinforcing how invisible the issue can be. The message? If we acknowledge it, we can change it. A difficult subject, brilliantly handled.
These campaigns are proof that marketing can be so much more than just a sales tool, it’s about storytelling, challenging perceptions, and making an impact. As we celebrate International Women’s Day, let’s continue to champion campaigns that empower, inspire, and push boundaries.