6 Award-Winning Campaigns Promoting Gender Equality

Gender equality still has a long way to go. Women face sexism, discrimination, and violence far too often, whether at work, home, or in public places. Media representation has often fallen short, and has had negative effects on how women and girls perceive themselves. For instance, according to a SeeHer report, "88 percent of girls say they compare themselves to images in the media and half claim they feel negatively affected."

Whether it's raising awareness on female gamers, violence against women, or how women are portrayed in ads, it's important for brands to take a stand and create narratives that speak to the diverse community. 

The 2022 Multicultural Excellence Awards showcase and highlight campaigns that do just this. Below are some award-winning campaigns that focused gender equality for women. For more, check out ANA's SeeHer

Bai Boost


Bai Boost wanted to fight sexism in the gaming world. As such, the company created a Twitch campaign to tackle this and "teamed up with two popular streamers and co-created its own Good Energy chatbot to intercept any unsavory language and convert it into a donation for Take This, a mental health organization supporting the gaming community. The results? Positive messages for over 44,000 viewers, hundreds of intercepted comments, and $25,000 raised for a good cause," as explained in the ANA case study.

NTVAW


To help women who are survivors of domestic abuse, No to Violence Against Women (NTVAW) partnered with Israeli magazine, Laisha. As the ANA case study explained, the magazine changed its "traditional cover for the first time in 75 years, using the front cover as a media channel. It advertised the helpline prominently on the front cover, so women were aware of the resource. All people could see on the front page was the *6724 number along with a short CTA to call when in danger."

The campaign also included the message: ''A message for women who live with an abusive partner, you're not alone.'' Within 72 hours, calls to the hotline increased by 500 percent and within a month, 1,000 women reached out; this number increased to 1,7000 women since its launch.

Dole Sunshine Company


Motherhood is often simplified by brands; however, Reckitt wanted to build a more supportive community for moms that would also help them for a cookieless future. The ANA case study described the campaign: "Reckitt looked at the topics that mothers were searching for as well as conversations they were having on social media. Reckitt created more than 500 medically referenced articles based on 250 daily moments of interaction during pregnancy. The content was written and validated by health experts and supported by medical references."

Harklinikken


Hair company Harklinikken created a campaign to help women with hair loss; the campaign targeted women age 30 and older in hopes of helping hair loss and thinning through website, customer service center, chat function, intelligent photo upload solution, booking system, web shop solution, and email.

The ANA case study described the complex campaign, stating that the process started with "an online hair assessment, which mirrored the personal consultation a user would otherwise have had with a hair specialist. Based on a complex algorithm, the assessment led to a personal recommendation for a customized extract and supporting hair products, which can be bought directly from the result page. As in the clinics, specialists follow each customer carefully on their hair journey — starting with a call to action for uploading photos of hair before treatment starts to evaluate changes along the way. All customers are onboarded on the correct use of the extract to ensure compliance through a customized, automated lifecycle e-mail flow throughout her first months as a customer. Respondents of the Hair Assessment who have not converted, are followed up with an automated, individualized e-mail re-targeting effort on social media."

me too


The me too movement created a campaign called "Act Too" that is the "first recommendation engine for activism to end sexual violence, with a blockchain-powered archive that preserves it," as explained in the ANA case study. The campaign also provides resources for children on consent, as well as support groups for colleges.

True Caller


True Caller created a video campaign "illustrating the impact of harassment on woman fostering an environment where women could share their harassment stories across social media." The company reported that "one woman is harassed every 55 minutes in India."

This data point became the central insight to the campaign, which featured women sharing their stories about online abuse and harassment.

To browse the full library of Multicultural Excellence case studies, click here.


The views and opinions expressed in Industry Insights are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.