Jane Walker, female peer of well-known whiskey maker Johnnie, has returned for a new campaign from the brand that celebrates history-making women.
Launching today—Human Rights Day, as designated by the United Nations in 1948—the Diageo label’s “First Women” campaign will take the form of an open letter published this morning in the New York Times, the Washington Post and the Wall Street Journal.
“Our progress has been hard earned by fearless women past and present, who are brave enough to be the first. They didn’t just open the door, they ripped the door off its hinges so it couldn’t be closed again,” it reads in part.
Created in collaboration with the ERA Coalition, the letter will be signed by 10 trailblazing women including tennis great Billie Jean King, actresses Halle Berry and Lucy Liu and rap duo Salt-N-Pepa.
Jane Walker’s revival was spurred in recognition of some of the monumental “firsts” achieved by women in 2020, the brand says, such as the election of the country’s first-ever female Vice President Kamala Harris, the first statue of real women being installed in New York’s Central Park and the first woman to be named CEO of a major U.S. bank.
As part of the “First Women” campaign, the open letter’s signatories will also work with Jane Walker to create more opportunities for women through a partnership with female-driven crowdfunding platform IFundWomen, funding 15 projects identified by the group of famous women to push for equality. “Because you can’t have a second, third or fourth without a first,” the letter reads.
Originally designed by Johnnie Walker’s ad agency Anomaly New York in 2018 for Women’s History Month, Jane Walker is a take on the brand’s famous “Striding Man” logo that has been in use in various iterations for more than 110 years.