Only five years have passed since that Audi advert compared finding a car to finding a perfect wife and Protein World asked women, “Are your beach body ready?”, a question that earned them serious backlash for body shaming.
A steady stream of similar messages in adverts in the ensuing years has done even more to raise the alarm.
Today, there are three things that come to mind when Elespacio see brands putting out fancy ad campaigns – either they actually care about change, they subscribe to the concept that business can do well by doing right or they’re just looking to cash in on trends.
So, because the advertising industry is still grappling with the same old problems, our inquisitive minds (which skew 63% female-identifying, it should be noted) couldn’t help but wonder about the Board Members Email List countless number of brands who still need to get their house in order before launching pro-feminist campaigns as shallow as they are image-obsessed.
Bias: Break It, Don’t Fake It
Elespacio went on a quest to find some of those brands who manage to pull off driving advertising in a positive direction for gender equality, and others were quick to snatch up the purple banner of women’s empowerment for the month of March and put it down just as quickly.
Not one to play the shame game, Elespacio does love to take deep dives into ads and find out what’s really going on.
Brands who nailed this #BreaktheBias call to action are the ones who put their money where their mouth is by investing in feminist campaigns beyond the month of March to promote a world where gender equality is the norm.
Elespacio’s rounded up some examples of campaigns worthy of sharing that move the needle towards diversity, equity, and inclusivity.
Lego Isn’t Playing When It Comes to Breaking Stereotypes The Bad and the
Last year, the brand launched ‘Ready for Girls’, an empowering campaign that calls upon society to rebuild perceptions of a world made for girls, instead of girls remaking themselves to fit the world.
This year, the brand also marked International Women’s Day by celebrating the powerful contribution that women in design have made with their LEGO Designer Stories.
The brand is doing more than just lip service to female empowerment: they’ve announced a commitment to hiring more women as product designers and have joined forces with organizations that support the next generation of women in design.
Hershey’s Serves up Something Sweet Yet Simple
It’s often been a rocky road for Hershey’s when it comes to diversity, but the brand has recently launched initiatives that break down barriers for a more inclusive workplace with equal pay for all genders.
The brand’s Celebrate SHE campaign highlights three important letters in the center of the iconic name: SHE.
It’s a cute, colorful reminder of the impact women make, but Elespacio can’t help but think it falls a bit short for “goodness” at Hershey’s to be about more than just delicious products. Something that packs more of a punch with a stronger strategy would have served the brand better.
Dove Dives Into the Real Beauty of Diversity The Bad and the
The brand launched itsStopTheBeautyTest movement this year to break the bias not just on International Women’s Day, but every day, a call for women to share their stories and celebrate all shapes, colors, and sizes of beauty.
Elespacio also likes how the brand pushes for change but also has quantifiable ways to measure its performance.