The marketing campaigns that vindicate the Day of the Working Woman are already beginning to unfold on these dates. And is that March 8 is a date marked in red on the calendar in the fight for equality.
Such is the proliferation of marketing campaigns that vindicate the Day of Working Women that a new concept has been forged. It’s about equality marketing. Marketing, like society, changes, modifies and evolves . These changes, moreover, have been carried out in the last decade at full speed. Above all, based on significant events and seasoned with the advances of new technologies.
So marketing, in addition to helping to sell products and services to brands , has also become a channel for evolution and change. And also to help social evolution. Exactly the values that defend the Day of the Working Woman. Specifically, what is done when designing the marketing campaigns that claim Working Woman’s Day.
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Equality Marketing
This equality marketing comes to shape from the commitment of the marketing campaigns that vindicate the Day of the Working Woman. It all comes down to fighting stereotypes, commonplaces and an image of women that has been distributed over the decades that has been shattered.
This image of women was full of clichés and in practice turned her into a kind of woman object, far from the aspirations of equality and the evolution of the feminine role in today’s society.
We are talking about a use of the image of women that practically served to advertise any product or service , as long as the woman was young and beautiful. Little by little the evolution was putting everything in its place and soon the marketing began to evolve as well.
But there were still problems. When the image of the woman was not lowered to a mere object, to a reification of her person, absolutely thin women became fashionable and tried to impose models of beauty that clearly fought against nature and health.
All this has been fought since the marketing campaigns that claim the Day of the Working Woman. Despite undoubted progress, the stark reality is that equality marketing has a long way to go .
Slow but progressive changes
The undoubted fact is that the behaviors of the new members of society are changing. The stereotypical image of women that had prevailed in society for a few years now that simply squeaked.
The consequence is that current consumers do not feel reflected with these treatments for the image of women and turn their backs on so many obsolete clichés .
The bottom line is that although society and people have changed and continue to change, equality marketing is here to stay. We must not lose sight of it. Never.
And more concepts: Fem-Vertising
One senses that something has changed and continues to change in the world of advertising and marketing with the emergence of the women’s equality movement. The objective is to socially build a new female model that meets the patterns that are currently in force.
For this reason, the marketing campaigns that vindicate the Day of Working Women have been essential to break molds, change stereotypes and leave aside the objectification of the image of women.
It was a female image that was represented in lower roles than men. Normally, represented in domestic environments, as a beauty attraction to decorate any product or service or simply, limiting the potential of any woman for the sake of the market.
It is then when the concept of Fem-Vertising and empowerment of women begins to be coined . A canonical definition of fem-vertising could be: “The model that places the empowerment of women at the core of marketing tactics . “
The United Nations believes that empowerment happens because “if equality is provided to women and girls in access to education, health care, decent work, and representation in decision-making processes political and economic, sustainable economies will be boosted and societies and humanity as a whole will benefit at the same time . ”
With this idea already established, it is said that the result of fem-vertising is the set of campaigns and advertising that is designed directly in favor of women’s equality. Therefore, the marketing campaigns that vindicate the Day of the Working Woman are clear examples of this new trend in the world of marketing.
The 6 best marketing campaigns that claim the day of the working woman
Thanks to the rise and consolidation of equality marketing, you can see in the world of advertising marketing campaigns that claim the day of the working woman as impressive as these 6 that you can see below:
1.- Overcoming. Effort. Nike: Dream crazier (sounds crazy)
The announcement by the sports firm Nike empowers women, shows them that goals can be achieved even if they seem impossible. She gives examples of sporting feats and encourages them to break molds. The images, with the texts, raise the spirits.
“If we show our emotions, they say we put on a drama. Or if we want to play against men, we are crazy. If we dream of equal opportunities, we are delusional. When we protest about something, we are deranged. When we are too good it is because there is something that does not work. And if we get angry, we are hysterical, irrational or just that we have gone crazy.
But, a woman running a marathon is crazy. A woman boxing was crazy. Making a mate, madness. Running an NBA team, crazy. A woman competing with a hijab, crazy (…), achieve a double corck 1080 (a somersault in the snow almost impossible), win 23 grand slams to be a mother and return to the tracks for more titles. Madness, madness, madness, madness and madness.
So if they want to call you crazy, fine. Show them what crazy girls can do. It’s just crazy until you do it . ” It is a pluperfect example of one of the marketing campaigns that vindicate the Day of the Working Woman.
Nike combines images in just sixty seconds of great athletes like Serena Williams, Caster Semenya, Simon Biles or Ibtihaj Muhammad and, at the end of the ad, combines the message of empowerment with its own motto: Just Do It (just do it).
2.- Beauty-Stereotypes. Dove: Real Beauty Sketches
Ten years ago, the cosmetic product brand Dove broke the mold with one of the marketing campaigns that claimed the most successful Working Women’s Day. The announcement was framed within what they baptized ‘ Dove Movement for Self-Esteem ‘.
Finally, a global cosmetic brand with a presence throughout the planet broke stereotypes and was committed to the empowerment of women. It was the beginning of a line of action in advertising that has led them to carry out more different campaigns . In them, the models that appear are ordinary women of all types, sizes, sizes, statures and conditions.
The ad in question, ‘Real Beauty Sketches’, Dove plays with a double vision. Hire a portraitist who works with the Police to do the typical robot portraits. Sit down women of various kinds to describe themselves as the artist paints them.
Next, another person who has seen the woman in question tells what she is like, how she sees her while the artist paints another robot portrait. The result made with several women is always the same, the robot portrait of the person who has seen the woman is always more beautiful than the one that the woman herself describes of herself.
3.- Protagonists-1: Amnesty International: Woman had to be
Seven years ago, in 2013, Amnesty International launched one of its marketing campaigns that vindicate the Day of Working Women. It was about recovering the lives of distinguished women such as Anne Frank or Virginia Woolf.
The idea was to break the old macho adage “You had to be a woman . ” In this way, it can be turned around and turned into something positive to empower women. This campaign had a great impact on social networks thanks to the hashtag #mujerteniaqser
4.- Protagonists-2. YouTube – 100 Years of Incredible Women
This campaign follows the thread of the previous example. This time pay tribute to characters like Frida Khalo or Amelia Earhart to empower women. YouTube encourages all women to find their own voice.
5.- Rights-Benetton – It’s a girl
Italians Benetton have often distinguished themselves for their defense of women’s rights. This announcement is beautiful because it begins the moment a woman is born. And they are proud and they say it. And it makes the women who consume this advertising feel proud.
6.- Gender violence. #DearDaddy
The campaign focuses on one of the scourges of society, gender violence. It seeks the empowerment of women by highlighting that this problem must be treated from its very origin. In addition, it is committed to education as the only remedy.
