Why gender-equality campaigns need to go past mushy sentimentality

While putting together this story for International Women’s Day, we noticed an interesting pattern. None of the campaigns that were selected relied solely on pious sentiment and emotional appeal—many of them were rooted in practicality and encouraged action.

Whether it is the demonstrable impact of backing companies with women CEOs; a wake-up call for creative directors worldwide to hire more women photographers; or brands taking practical steps to improve the lot of their customers, there is a lot to learn from the selections by women creatives in the region about what makes a gender-based campaign memorable, sometimes even after several years.

Particularly in a day and age when CEO’s unabashedly demand more ‘masculine energy’ in their boardrooms, and incremental progress gradually made over decades appears in danger of being cast aside by a tsunami of anti-DEI policies and initiatives, the time for soft, well-meaning but ultimately ignorable messaging is long past. We hope to see more campaigns like the ones below—where the focus is clearly on actions and not just words.  

Name: Merlee Jayme, chairmom, CCO and founder, Jayme HQ and The Misfits Camp
Campaign: How Strong is Your Home Team? #ShareTheLoad
Brand: Ariel

I can super relate to ‘How Strong is Your Home Team?’ from Ariel’s ongoing #ShareTheLoad campaign. I saw it first while judging Kyoorius in Mumbai last year. As a working mother, I've always had a default attitude that things will only run smoothly if I'm around—both at home and at work. It's a fault, really, being too hands-on and not delegating enough. I needed to be proven wrong, and this film did it. I realised I should have more faith and trust in my home team.

Considering this is Ariel's seventh #ShareTheLoad campaign, I'm in awe of how they keep uncovering different insights into women's feelings and behaviour. This particular film hit me at my core. It made me realise that sometimes we need to teach and then let go. Letting others fly and learn is good for their growth and mine. We shouldn't let anything or anyone stop us from that. The COVID lockdown actually taught me so much about my own family. I learned that with the right 'team spirit,' we can all push each other to greater heights.

Name: Mandy Chock, creative strategist, FCB Shout
Campaign: Be One of Many
Brand:  Mercedes-Benz 

While not a campaign from this region specifically, the message was and remains universally resonant and apt for International Women’s Day.

I like the ad simply for its message that brilliant women shouldn’t have to be the exception to the rule. A number of women empowerment messages throughout history, while well-meaning, tend to highlight the 'first' or 'only' woman to do something, defeating the purpose of women empowerment in the first place—uplifting the collective, not the exception.

Name: Pathida Akkarajindanon (Jern), executive creative director, Wolf BKK
Campaign: Pink Chip
Brand: Degiro and United Nations Women

The Pink Chip live index success gap is tackling the tricky issue of gender bias in finance. But instead of just talking about it, they are hitting us with hard facts. It's like saying, 'Okay, you can debate about bias all you want, but you can't deny the evidence'.

From my perspective, that's exactly what makes this campaign so powerful. It's not just ethical, it's about showing everyone that investing in women leaders' business is just plain smart. This campaign is a big turning point, proving that a more equal financial world isn't just a nice idea, it's the future of finance. And that future? It looks bright, equal, and seriously profitable.

Name: Yan He, creative technologist, UltraSuperNew Tokyo
Campaign: Situation
Brand: UN Women

In 40 seconds, this short film is a powerful visual metaphor that captures both men and women in suits on their career paths. The film won a gold award for the Young Lions Competition Japan Selection (2020-2021 Japan Representative, Film category).

Set in a typical office building, it shows men effortlessly ascending a normal upward escalator, reaching higher floors with ease. In contrast, a woman in a suit appears on the downward escalator, struggling to move upward against the flow. The absence of dialogue or narration makes the message even clearer: the reality of gender inequality in the workplace. The contrasting imagery, paired with the increasingly intense background footstep sound, forces the audience to confront this truth directly.

Name: Ella Rochelle Legaspi Flores, creative group head, Mediabrands Content Studio
Campaign: Women’s Work
Brand: Women’s Work Collective

This is more than just an award-winning campaign. It is a powerful initiative created to raise awareness about the underrepresentation of female photographers, often overlooked by the creative leaders present in our industry today. As a female leader, this campaign deeply resonated with me as it challenges the creative landscape I’ve been a part of for over 13 years. I love that this is not just about media performance or influencer partnerships, but a movement aimed at bringing real change to advertising.

With none of the traditional metrics of success, its impact and success were measured by how it moved the jurors and sparked conversations about the imperative need to champion women. From a creative standpoint, it’s also amazing that we are leaving it in the people’s hands to determine, question and ponder. Simplistic yet sublime, this is an example of creative excellence that truly moves us forward.

Name: Angie Featherstone, creative director, The Secret Little Agency
Campaign: Spotify Equal
Brand: Spotify

 

 

 

 

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It’s easy to put out a trendy gender equality headline once a year for International Women's Day, it’s much harder to put it at the heart of what you do and take long-term action to create real impact.

Spotify’s Equal platform does the latter so well. It celebrates female creators and goes one step further by levelling the playing field for women across the world, creating opportunities—particularly for Asian talent—to be seen, discovered and heard on a global scale not just once a year, but every day.

Name: Rebecca Nadilo, managing director, Iris
Campaign: Pink Tax
Brand: CVS

To be honest, I’m not a huge fan of IWD campaigns. Celebrating women once a year with a LinkedIn post or saluting female leaders feels tokenistic. Especially if companies not living it every day with equal pay, representation or policy. It’s the same reason why my husband and I don’t celebrate Valentine’s Day. I want to see more brands make meaningful changes.

CVS in the US has been removing the 'Pink Tax' inflicted upon women for (necessary) female products. Brands like Elvie are made for and by women and give back by investing in female led businesses. Fashion brands like Skims (even though I’m not a huge Kim K fan!) are representing all ages and body shapes in their advertising and changing the narrative around women and what’s beautiful and sexy.

Name: Aurelia Albrecht, associate design director, AKQA, Tokyo
Campaign: Women’s Pavilion at Expo 2025 Osaka: Cartier Shows the Way
Brand: Cartier

The Women’s Pavilion at Expo 2025 in Osaka is a significant initiative, setting an example for gender equality and inclusion on a global stage. With Cartier leading the way as a key collaborator, the pavilion will highlight the achievements of women in science, business, arts, and sustainability while fostering important discussions about social change. Through interactive exhibits and talks, it will celebrate progress while addressing ongoing challenges.

For Japan, this is an essential and timely step. The country still faces a large gender pay gap and a lack of women in leadership positions. The pavilion will encourage learning and discussion about workplace diversity and representation. Even after the Expo, it aims to create lasting impact through new policies and initiatives for a more inclusive future.

Brands must continue to show up and support women’s initiatives, as women are key drivers of business, income spending, and decision-making power. Cartier’s leadership in this space sets an important standard, proving that investing in gender equality is not only a social responsibility but also a strategic advantage in shaping industries and consumer trends worldwide.

Name: Mithila Saraf, CEO, Famous Innovations
Campaign: Morning After Island
Brand: Grupo Estratégico PAE

For over a decade, Honduran women were stripped of a basic right—the choice over their own bodies. The ban on the morning-after pill wasn’t just restrictive; it was devastating, forcing hundreds of thousands of underage girls into motherhood. But instead of waiting for change 'Morning After Island' created it.

By creating a floating sanctuary on international waters, Ogilvy and Grupo Estratégico PAE gave women a place where they could make decisions for themselves—without fear or punishment. This wasn’t just a campaign; it was a rebellion against injustice, a beacon of hope, and a demand for dignity. And most importantly, it worked! A petition urging change gathered over 800,000 signatures, sparking global attention and mounting pressure on the Honduran government. The overwhelming support forced lawmakers to act, and after 13 years, the ban was finally lifted.