Brands from Etsy to Walmart to the U.S. Air Force are running campaigns this year for International Women's Day to celebrate women's empowerment, honor their achievements or call for more progress on gender equality.
GRRRL Clothing, working with creative agency LO:LA, posted Instagram videos calling for an end to racism, body-related bullying, domestic violence, sexual assault and inequality. One video opens with a voiceover saying: "When we told you 'no,' that should have been enough. When we say 'stop,' you stop." To get that message through, the women in the video leave messages behind at stop signs in downtown Los Angeles.
Walmart released a commercial about women executives who worked their way up the ranks of the company after starting out as cashiers, trainees and interns. "In 2018 alone, over 150,000 women were promoted at Walmart," the ad says.
The U.S. Air Force, meanwhile, teamed up with GSD&M on "U.S. Air Force: Origin Story." Brig. Gen. Jeannie Leavitt gathered dozens of women pilots to appear in hopes of inspiring more women to join up. The spot nods to the film "Captain Marvel," about a female fighter pilot-turned-superhero; the movie's star, Brie Larson, turned to Leavitt for inspiration.
The video opens with a voiceover: "Every superhero has an origin story. We all got our start somewhere. For us, it was the U.S. Air Force." (The ad was released days before the Air Force came in for criticism from Sen. Martha McSally, the first female Air Force fighter pilot to fly in combat. She revealed that she had been sexually assaulted by a superior while in the military, and she criticized the military's reaction to her disclosure.)
Etsy, the online marketplace, is honoring notable women from the past and present with a Fearless Women Capsule Collection, which includes prints of Rosa Parks, Amelia Earhart and Jane Goodall, a Jane Austen cookie cutter, a Sojourner Truth poster, a Malala Yousafzai vinyl sticker and an Ada Lovelace pint glass, among others.
GoDaddy, the web hosting company, is temporarily changing its logo to "GoWomen." SodaStream has a limited-edition "She" reusable bottle, which celebrates women's achievements and urges people to make more environmentally conscious consumer choices.
In celebration of IWD, Hulu's famous female faces will be appearing alongside inspiring quotes on 180 digital billboards across the U.S. The celebrities include "Handmaid's Tale" actress Elisabeth Moss and author Margaret Atwood; comedian/producer/writer Mindy Kaling and actress Yvonne Strahovski.
"We no longer are living in the gaps between the stories...we are writing the stories ourselves" says Moss on her billboard, while Kaling's sign reads, "If you don't see a clear path for what you want, make it yourself."
On the platform itself, Hulu also curated five female-focused collections, such as one dedicated specifically to International Women's Day, and others with subjects such as "Female Icons," "Female Creators," "Women in Sports" and "Women in Comedy."