Each year on March 8, people around the world recognize International Women’s Day, a celebration of the social, economic, cultural and political achievements of women from all walks of life. The day also serves as a call to action to advance gender equality, as evidenced by this year’s theme: #BalanceforBetter. For brands, the occasion is an opportunity to showcase what they stand for and to connect with female consumers on a deeper level—but only when executed with the proper intentions (did you see that esports dress!?). Here’s a look at a few of the brands activating International Women’s Day events the right way in 2019.
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The Body Shop
The Body Shop is executing a full weekend of female empowerment activities March 9-10 with a two-day pop-up event in London dubbed “Celebrate She,” which combines activism with wellness experiences. Participants will have the opportunity to get free makeovers, facials, massages and hair braiding, along with the chance to attend a series of talks and workshops with topics spanning body confidence, careers and beyond. There will also be a “Power of SHEa” exhibition celebrating 25 years of The Body Shop’s Community Trade Shea butter, including artwork from Laura Callaghan.
Women’s footwear brand Ked’s is literally redefining “lady” with a spirited campaign that highlights inclusivity just in time for International Women’s Day. Last week, the brand hosted a special event in New York City hosted by “Project Runway” judge Elaine Welteroth, which focused on the importance of women finding their own voice. Day-of events will include online conversations and custom activations in partnership with Goop, The Skimm and others.
ADP and WIRED
Putting an experiential spin on “breaking the glass ceiling,” ADP and WIRED are inviting SXSW attendees to do just that from March 8-10. Consumers will have the chance to participate in a “cathartic experience in destruction” by smashing actual glass. But that’s not all. An Outdated Technology Room will let participants destroy useless tech, while a Wage Inequality experience will invite them to shatter a piggy bank and a Work/Life Balance engagement offers a chance to demolish an assortment of clocks. We like it.
Air India is going all-in on International Women’s Day with all-female flight crews, from the pilot to the cabin staff. The airliner will deploy 12 all-women crew flights on its medium and long-haul international routes in celebration of the occasion, along with more than 40 domestic and short-haul return flights.
The adidas Runners L.A. community will mark Women’s Day with an inclusive, day-of public event for men and women that includes a two-mile “Run of Togetherness,” art, workshops and a community hangout featuring food and drinks at Grand Central Market in downtown Los Angeles.
Photo courtesy: Air India