This past month, many brands displayed ongoing commitments to inclusion through short films and entrepreneurial programs while other creative efforts honored International Women’s Day and Women’s History Month.
Ad Age is taking a look at five of the recent ad campaigns that celebrate diversity and representation.
On International Women’s Day (March 8), bodycare brand Billie released limited-edition merch to drive awareness and advocacy for gender equality.
The brand gave away 100 T-shirts on Instagram and TikTok with slogans that should be vintage in our lifetime, but at the current rate of progress, won’t be, according to the brand. Some of the slogans read, “Literally dead before gender equality,” and “Entitled to equal rights.” The brand is also donating $100,000 to organizations that are helping to close the gap in gender equality.
Billie also donned the Fearless Girl statue with a special T-shirt made just for her calling attention to the issue of gender inequality.
The She is PepsiCo campaign includes 28 personalized delivery trucks for frontline employees, including Patricia Gloria, a Warehouse Forklift Driver based in Carlson, California.
PepsiCo's “She is PepsiCo” campaign spotlights women in manufacturing and operations across the country.
PepsiCo replaced traditional beverage brands on the sides of trucks servicing the U.S. with images of 28 PepsiCo frontline employees—including truck drivers, warehouse staff and merchandisers. The company began investing in a TV and digital advertising campaign featuring females in frontline careers last year.
“Women play a valuable role in PepsiCo's frontline and the opportunity for them to continue to power our supply chain is an opportunity for both PepsiCo and the communities we serve,” said Karen Jordan, PepsiCo Beverages North America Chief Supply Chain Officer, in a statement. “History has shown us that women have the ability to transform industries and so it's exciting to see progress and to be able to recognize these women across North America on our trucks, one of our most widely-seen assets.”
Switchboard, the U.K.’s national LGBTQ+ helpline, created a 10-minute film about a university student struggling with their sexuality.
The film, “The Call,” also announces a free 0800 phone number for the national helpline, which worked with director Jordan Rossi and agency Rankin Creative on the film.
“I believe in the power of entertainment as a driving force behind changing people’s perceptions and tackling societal issues outside of standard advertising. This is about contextualizing issues that face the LGBTQ+ community in a way that everyone can understand,” said Rossi.
Payment app Square partnered with the Social Change Fund United and entrepreneurs Dwyane Wade, Rosario Dawson and Ayesha Curry to launch Forward, a new accelerator program providing funding, mentorship, and coaching for Black and Latino entrepreneurs.
Forward will award 25 early-stage businesses with $20,000 in funding along with exclusive access to training on topics ranging from leadership and customer development to scaling operations and managing financial growth. Members of the inaugural cohort will receive Square checking and savings accounts, Square hardware, attend intimate mentor masterclasses and work on an individual level with coaches to discuss their unique business needs.
“Latinos open businesses at a rate about 55% higher than their white counterparts, and still have a harder time staying in business and getting the support they need to grow,” said actress and entrepreneur Rosario Dawson, in a statement. “By launching Forward today, we’re eager to help entrepreneurs of color in the retail sector overcome systemic barriers and make their budding businesses grow.”
Program applications opened on March 16 and will close on April 1. American Express will also support the Forward initiative through funding and coaching opportunities for program participants.
Cole Haan teamed up with Maria Shriver’s The Sunday Paper to highlight influential women who are rewriting the narrative for themselves and their communities.
Each Sunday in March, The Sunday Paper in collaboration with Cole Haan, will feature one storyteller and share the remarkable ways she uses her creativity to empower other women. Artists include director and producer Felicia Pride, tap dancer Ayodele Casel, poet Kinsale Drake, and nonprofit founder Julie Hébert.
Last year, the retailer debuted its “Move Makers” campaign which included a group of powerhouse women creatives, along with a capsule designed by women for women.
