Brands’ efforts to support International Women’s Day have only ramped up in recent years, but this year holds more significance than others. It’s the 100th anniversary of women receiving the right to vote through the ratification of the 19th Amendment to Constitution. The anniversary stands as an important milestone that illuminates just how far the country still has to go to achieve gender equality.
In their campaigns this year, brands such as Kind, Nissan and P&G are focusing on female empowerment through the themes of workplace equality, authentic representation and the importance of highlighting the brave women who’ve made their mark on America.
Even though we are now celebrating the 100th anniversary of women’s right to vote, a future where women and men live in complete equality is still far off. The Equal Rights Amendment, which offers equal rights to all U.S. citizens, regardless of sex, was introduced in Congress in 1923 and has yet to be ratified. Kind Snacks is getting behind the effort to pass the amendment this International Women’s Day (Sunday, March 8) by launching an “Equality Bot” that allows people to reach out to their elected state officials to say they support the amendment’s ratification via texts.
“We wanted to have an actual activation that could make a difference,” says Elle Lanning, Kind’s chief of staff, who notes that the majority of the food maker’s employees, and more than one third of its executives, are women. “The team came across the stalled efforts of the ERA.”
On social, Kind is encouraging people to text “Pass the ERA” to 50409 to sign a petition that will then be sent to elected state officials.
The brand is also celebrating the 100th anniversary of women’s voting rights by selling a new limited-edition bar online. The bar is caramel almond and sea salt and sold in white, purple and gold wrappers (colors of the women’s suffrage movement) that read “Kind Equality.”
All sales from the bar, a minimum of $10,000, will go to the Alice Paul Institute, a nonprofit organization pushing for gender equality, named for the suffragist and author of the ERA. Kind plans to donate a minimum of $20,000 to the Alice Paul Institute, including proceeds from the bar as well as a $1 donation each time someone posts on Twitter, tagging @KINDSnacks, to show that they used the Equality Bot.
Kind is also doing activations and sampling on college campuses and says it will have the Equality Bot set up at kiosks on college campuses, including in Arizona, Florida and Georgia—three states that have not ratified the ERA.