HOW BRANDS ARE PUSHING

FOR CHANGE TO MARK

INTERNATIONAL WOMEN’S
DAY
MARKETING MANAGEMENT
WEEK 7

BY
M.VINOTHKUMAR
18397110
Introduction:

• International Women’s Day offers a chance for brands to push their female-
focused agenda and demand change. From Adidas and Amazon to P&G and
Diageo, we take a look at what businesses are doing to mark the occasion.

• Gender equality is no more a moral issue it has become a business issue.

• Here, we take a look at what brands are doing to mark the day and drive
change more generally.
Amazon launches programme to boost gender
diversity and inclusion:
• Amazon has revealed a new programme called Amazon Amplify, which is
designed to help boost gender diversity and inclusion across its UK business.
• As part of the scheme:
1. increase the number of women in technology and innovation roles.
2. including programmes to ensure diverse interview panels.
• Amazon Amplify also aims to further increase the recruitment and retention of
female employees, encourage more women to consider careers in technology
and innovation, and help prevent some of the biggest barriers to career
progression.
Diageo creates short film highlighting issues around
inclusion and diversity in marketing:
• Diageo (a liquor company) is launching a short film to coincide with
International Women’s Day as it looks to drive gender equality in its
advertising.
• The film, which features Diageo CMO Syl Saller, explores the role of
advertising in shaping culture, the historic misrepresentation of women, and
strategies and partnerships to support more progressive gender portrayal in
content.
• It also highlights the significance of diversity in the advertising industry by
featuring the organisations working to address imbalances behind the camera
and in creative departments.
Always kicks off renewed drive to end period
poverty(P&G):
• Global feminine care brand Always is continuing in its bid to end period
poverty with a month-long donation campaign to coincide with International
Women’s Day.
• #EndPeriodPoverty campaign saw more than 14 million sanitary items sent to
school aged girls in need in the UK, and this year the Procter & Gamble (P&G)
owned brand is once again partnering with The Red Box Project to raise
awareness of the issue and help tackle the stigma still surrounding periods.
• The programme started after a survey by Always found almost one in five girls
in the US have either left school early or missed school because they didn’t
have access to period products, meaning they have fallen behind.
Guinness celebrate women in its first campaign as
Women’s Six Nations sponsor
• Guinness is celebrating becoming an official partner of the 2019 Women’s Six
Nations with a new ad campaign following the rivalry between two rugby
playing sisters on opposing national teams.
• Released to coincide with International Women’s Day and the England vs
Scotland match, the spot titled ‘Sisters’ tells the real-life story of siblings
Harriet and Bridget Millar-Mills. The pair grew up playing rugby together
until 2013 when they squared-off in the Women’s Six Nations on opposing
teams. One of the sisters was drafted to England and the other to Scotland.
Notonthehighstreet partners with the Prince’s
Trust to empower female entrepreneurs:
• Online gift retailer Notonthehighstreet is partnering with youth charity The
Prince’s Trust to help empower young women with creative and
entrepreneurial flair.
• Through the partnership Notonthehighstreet will offer the expertise and
experience of its employees to help give young women the encouragement
they need to succeed as research shows many suffer from self-confidence
issues.
• Notonthehighstreet has also launched a new product range to coincide with
International Women’s Day and raise funds for the Trust’s ‘Women Supporting
Women’ initiative.
PayPal:

• As part of International Women’s Day’s #BalanceforBetter campaign, PayPal

has unveiled a film featuring female business leaders discussing their
experiences and ideas on how to bring gender balance into the workplace.
• PayPal’s chief business affairs and legal officer, Louise Pentland, invites five
female business leaders and chief executives to offer insights into how they
believe companies can achieve a better gender-balanced environment.
Adidas pushes for equality in sport:
• Just 4% of sports media coverage in the US is dedicated to women and Adidas
wants to change that.
• As part of the second phase of its She Breaks Barriers initiative, the sportswear
giant has unveiled a film featuring four athletes and ESPN host Maria Taylor,
which calls for equal media representation for women in sport.
• The campaign is part of Adidas’s continued commitment to raise awareness of
issues and break down the barriers that stand between girls and sport,
including a lack of access, negative stereotypes, visibility and inequality.
REFERENCE: https://www.marketingweek.com/2019/03/08/fight-change-
international-womens-day/

THANKYOU