Adaily Inspiration Week #7: International Women's Day
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose campaigns for “International Women’s Day” taking place on March 8. Below you can find our 5 picks, but if you want to see more just click direct link to query » here «
Be sure to read till the end, because we want to hear your proposition for next week!
1. “Santander Ela” - Santander
Santander Bank did a campaign to honor Women's Day using their entire budget to create a financial product exclusively for women microentrepreneurs.
VMLY&R São Paulo • 2021 • Bank • Brazil • LATAM
Challenge
The challenge for Santander Bank's campaign was to address the desires and needs of women in a meaningful way, rather than simply creating an advertisement for Women's Day. The goal was to provide women with greater opportunities, more jobs, equal payment, and respect in and out of the workplace. The challenge was to find a solution that would truly make a difference and have a positive impact on women's lives.
Target Group
The target group of this campaign was women microentrepreneurs in low-income areas of Brazil, specifically focusing on the 25% of Brazilian women earning less than US$85 a month.
Idea
The main idea of the campaign was to address the real needs and aspirations of women by creating tangible opportunities for them in the form of a financial product. Instead of a traditional advertising campaign, the agency took Santander Bank's budget and used it to launch a new line of credit exclusively for women microentrepreneurs. The goal was to provide greater opportunities, jobs, equal payment, and respect for women in and out of the workplace.
Results
The campaign resulted in all available funds being lent within a week, indicating a high demand for the financial product. The initiative received widespread media coverage, helping to raise awareness of the lack of opportunities and financial resources for women in Brazil. Additionally, 100,000 women joined Santander Ela on the launch date, indicating a significant interest in the new line of credit. Following the campaign, 44% of borrowers from the bank were women, showing that the initiative successfully targeted and reached its intended audience. The World Bank also recognized the campaign's impact and asked to become a partner in the project for the following year.
Links
2. “The Day-After-Women's-Day Newspapers” - Raparigas Da Bola
"Raparigas da Bola" did a newspaper campaign using data visualization to highlight the gender imbalance in sports coverage.
Havas Worldwide Lisbon • 2022 • NGO - equality • Portugal • Europe
Challenge
The challenge of the "Raparigas da Bola" campaign was to raise awareness about the deep-rooted inequity in sports coverage, specifically the disproportionate exposure given to male athletes over their female counterparts. The goal was to shed light on this issue and spark a conversation about gender inequality in sports media. Additionally, the campaign aimed to challenge old values and promote a more inclusive and equal representation of women in sports in Portugal.
Target Group
The target group of the "Raparigas da Bola" campaign was the general public, particularly those interested in sports and gender equality. The campaign aimed to raise awareness about the inequity in sports coverage and advocate for more visibility for women in sports.
Idea
The main idea of the "Raparigas da Bola" campaign was to raise awareness about the deep-rooted inequity in sports coverage, specifically the disproportionate exposure given to male athletes over their female counterparts. The campaign aimed to highlight this issue by using data to illustrate the gender imbalance in sports coverage in Portugal's top 3 sports newspapers. It also sought to amplify the message through social media with the hashtag #ElasTambémJogam (#WomenAlsoPlay), partnering with athletes to spread the campaign's message.
Results
The campaign "Raparigas da Bola" successfully drew attention to the deep-rooted gender inequity in sports coverage in Portugal. By analyzing the 365 days of the year, excluding International Women's Day, the campaign highlighted the disproportionate exposure given to male athletes over their female counterparts in the top three sports newspapers. The news of March 9th, published by these newspapers, was transformed into three infographic publications, clearly illustrating the imbalance. The campaign gained traction on social media with the help of 50 athletes who spread the message with the hashtag #ElasTambémJogam (#WomenAlsoPlay). This collaboration significantly increased the campaign's reach, with just 30 copies of the newspapers reaching an audience 52 times larger than Portugal's biggest sports newspaper. Overall, the campaign successfully raised awareness about the gender inequity in sports coverage and initiated a dialogue on the issue in Portugal.
Links
3. “The Adeli Movement” - Unipads
Unipads did the Adeli Activation campaign using a taboo restaurant to challenge prejudices and promote the rights of menstruating women in the food industry.
VMLY&R Mumbai • 2022 • Personal care • India • Asia
Challenge
The challenge of this campaign was to challenge and change the age-old taboo that prevents menstruating women from working in commercial kitchens. The campaign aimed to raise awareness and change the discriminatory practice followed by the food industry. Additionally, it sought to protect the rights of menstruating women to enter the kitchen and cook, thereby empowering them economically.
Target Group
The target group of this campaign was the food industry, including restaurants, schools, temples, and food factories, as well as politicians, change-makers, and community leaders. The campaign aimed to raise awareness and change the practice of banning menstruating women from entering the kitchen during their periods.
Idea
The main idea of this campaign was to challenge and change the age-old taboo in the food industry that prevents menstruating women from working in commercial kitchens. The campaign aimed to raise awareness about this discriminatory practice and encourage businesses to stop the discrimination, protecting the rights of menstruating women to work and cook.
Results
The Adeli initiative by Unipads resulted in significant impact and support for eradicating the taboo associated with women cooking and working while menstruating. The campaign saw the following results: - Over 1400 businesses pledged to stop the discrimination of menstruating women in the food industry. - More than 5000 members of the National Restaurant Association of India took steps to protect the rights of menstruating women in kitchens. - Various leading associations and organizations, such as the Federation of Hotel, Hotel Association (Western India), Heritage Hotel Association, and International Hotel & Restaurant Association, joined the conversation and supported the cause. - The Ministry of Labour, Skill and Employment urged stakeholders in the food industry to stop the discriminatory practice. - The Speaker of the Legislative Assembly endorsed the initiative as a crucial step towards empowering women economically. - Akshaya Patra, an organization serving over 5 million meals daily, joined the movement. - The campaign received significant media coverage, with impressions reaching millions of people through platforms like BBC, VTV, leading newspapers, and online portals. These results were achieved within the first two months of the campaign, indicating the strong impact and support it garnered.
Links
4. “Bank On Equality” - Scotiabank
Scotiabank did Bank on Equality campaign, surprising female customers with additional rewards to address the gender pay gap.
Wunderman Thompson Lima • 2020 •Bank • Peru • LATAM
Challenge
The challenge of this campaign was to address the gender wage gap that exists in Peru, where women earn almost 30% less than men, and to find a creative way to level the playing field for female Scotiabank customers.
Target Group
The target group of the campaign was female Scotiabank customers in Peru.
Idea
The main idea of Scotiabank's campaign was to address the wage gap between men and women in Peru by surprising female customers with additional Scotia Points currency equivalent to the gender pay gap. This initiative aimed to promote gender equality and increase awareness about the issue on International Women's Day.
Results
The Bank on Equality campaign by Scotiabank aimed to address the gender wage gap in Peru and provide support to its female customers. As a result, the campaign achieved a 20% growth in new accounts. Additionally, the campaign received over $5,000,000 in free press coverage, further amplifying its reach and impact. The success of the initiative also led to more than 60 companies joining the effort to reduce the wage gap in Peru. This campaign demonstrated Scotiabank's commitment to gender equality and showcased the positive impact that businesses can have in driving positive change.
Links
5. “Inmyseat” - Sista Fund, UN Women France
UN Women France and SistaFund did a LinkedIn profiles hijack campaign to give visibility to women in the tech industry and inspire the next generation.
BETC Paris • 2023 • NGO - equality • France • Europe
Challenge
The challenge of this campaign was to address the lack of visibility and representation of women in the tech industry on LinkedIn. The goal was to inspire the next generation of diverse leaders by giving women the visibility they deserve and highlighting their careers, achievements, and companies they founded. The campaign aimed to bring attention to the gender disparity in the industry and create real-life consequences, such as securing deals, raising funds, and increasing applications for a feminist coding school.
Target Group
The target group of this campaign was women in the tech industry in France. The campaign aimed to increase their visibility and inspire the next generation of diverse leaders to emerge.
Idea
The main idea of the campaign was to increase visibility for women in the tech industry on LinkedIn and inspire the next generation of diverse leaders. By swapping profiles with the 30 most followed French executives on LinkedIn, the campaign aimed to highlight the careers, achievements, and companies founded by these inspiring women. This was done through a LinkedIn profiles hijack, where the executives' profiles were temporarily replaced with those of the women, making it appear native to the platform. The campaign yielded positive results, reaching millions of users, gaining media coverage, and generating real-life consequences such as business deals and increased applications for a feminist coding school. The campaign also attracted more executives to join, including President Emmanuel Macron.
Results
The campaign organized by UN Women France and SistaFund aimed to give women in the tech industry the visibility they deserve on LinkedIn. By swapping the profiles of the 30 most followed French executives on LinkedIn with inspiring women in the tech industry, the campaign aimed to highlight their careers, achievements, and the companies they founded. Despite no media investment and production costs, the campaign achieved impressive results. Within 24 hours, it reached 7,400,000 users on LinkedIn. The 30 women who had their profiles swapped experienced a significant increase in profile visits, with a 3800% boost. The campaign also garnered media attention, with coverage on national TV and 45 articles in France. Furthermore, the campaign had tangible real-life consequences. Nine women who participated in the campaign were able to meet the executives whose profiles they replaced, leading to signing deals. One woman successfully raised funds in just a few hours, surpassing her goal after four months of effort. Additionally, the founder of a feminist coding school saw a five-fold increase in applications for her school within 24 hours. The success of the campaign also resulted in 30 more executives requesting to join, including President Emmanuel Macron himself. The campaign not only raised awareness about the lack of visibility women face in the tech industry but also created opportunities and empowered women to pursue their goals and aspirations.
Links
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