Beyond the hashtags: Our favourite International Women’s Day campaigns

Every year, International Women’s Day brings a wave of messages, purple logos, and corporate pledges—but some brands go beyond the expected, delivering campaigns that actually resonate.

With this year’s theme, ‘Accelerate Action,’ we’re looking at the initiatives that didn’t just join the conversation but drove real impact. From bold storytelling to meaningful commitments, these campaigns remind us that IWD is more than a moment: it’s a movement.

Since International Women’s Day 2025 falls on a Saturday, March 8, it’s a unique opportunity to take the conversation beyond the workplace. With many people off the clock, the focus shifts from corporate events to community-driven initiatives, personal reflection, and real-world action.

Here are some of our favourite International Women’s Day campaigns that got it right.

1. Amazon’s 2023 IWD Festival

In 2023, Amazon’s IWD Festival stood out with a multi-faceted campaign that put the spotlight on women in sport, tech, and business—and left a lasting impact.

A joint initiative between Amazon Prime Video and AWS celebrated women in sport, featuring voices from behind the scenes and on the field. Meanwhile, Amazon Alexa joined the movement, allowing users to ask, “Tell me about an incredible woman,” and hear daily stories of trailblazers like Ada Lovelace and Elena Gorolová.

2. Barbie’s 2023 IWD campaign inspiring girls in STEM

For International Women’s Day 2023, Barbie took its mission of empowering young girls to new heights by celebrating female leaders in STEM. In a world where women remain underrepresented in science, technology, engineering, and mathematics, Barbie created one-of-a-kind dolls in the likeness of seven trailblazing women who are shaping the future.

The honourees included space scientist Dr Maggie Aderin-Pocock, former YouTube CEO Susan Wojcicki, electrical engineer Katya Echazarreta, marine researcher Dr Antje Boetius, and ETU Education co-founder Li Yinuo—each a powerful role model proving that STEM is for everyone.

By putting these groundbreaking women in the spotlight, Barbie’s 2023 campaign wasn’t just about representation—it was about redefining what’s possible for the next generation of scientists, engineers, and innovators.

3. Häagen-Dazs putting its female founder in the spotlight

For International Women’s Day 2023, Häagen-Dazs finally gave credit where it was due: honouring Rose Mättus, the unsung female founder behind the brand’s success. While her husband created the ice cream, Rose built the business, a fact now recognised in a global rebrand featuring the line: “Rose Mättus, Woman Founded Business, Established 1960.”

To celebrate, Häagen-Dazs hosted its biggest free scoop giveaway, renaming Mättus’s favourite vanilla ice cream as ‘Founder’s Favourite’. The brand also launched The Rose Project, pledging $100,000 in grants to support 50 trailblazing women worldwide.

4. Ford’s ‘Dear Car Girl’ campaign driving gender equality

For International Women’s Day 2024, Ford set out to challenge perceptions and reaffirm its place as a brand for women with its ‘Dear Car Girl’ campaign.

This initiative featured a heartfelt film directed by Jihye Ku, highlighting women in the automotive industry, including stunt driver Dee Bryant, Ford engineer Fernanda Medina, racer Gabby Downing, and drag racer Lauren Stoney. The campaign also included Q&A videos delving deeper into their stories, as well as printed letters in Auto News and physical letters sent to female ambassadors, Friends of Ford, dealers, and employees. Additionally, Ford partnered with car enthusiasts like Sydney Sweeney to support women in the automotive industry.

5. When L’Oréal Paris stood up against street harassment

For International Women’s Day ion 2024, L’Oréal Paris turned its attention to a critical issue affecting women worldwide: street harassment. Backed by a global survey revealing that 75% of women have faced harassment in public spaces, with 52% of people placing blame on the victim, the brand launched the ‘It’s Never Your Fault’ campaign in partnership with NGO Right To Be.

The initiative reinforced a clear and urgent message: street harassment is never the victim’s fault. Through its ‘Stand Up’ training program, which has already equipped over 2.5 million people with tools to safely intervene, the campaign aimed to challenge harmful attitudes and create safer public spaces for women.

By leveraging its global platform, L’Oréal Paris didn’t just raise awareness – it took real action, empowering individuals to be part of the solution.

6. Kotex’s #ProgressFeelsLike Movement

In 2024, Kotex launched #ProgressFeelsLike, a bold campaign aimed at advancing gender equality and breaking barriers for women and girls worldwide. The initiative sought to redefine what progress looks like, shifting the focus from symbolic gestures to real, measurable change in access to education, menstrual health, and opportunity.

By leveraging its platform, Kotex encouraged conversations, challenged outdated norms, and championed tangible action, reinforcing its commitment to a world where gender equality isn’t just an ideal—it’s reality in motion.

Let’s make IWD 2025 count

The real test of IWD isn’t what happens on the day: it’s what changes on March 9 and beyond.Here’s some things worth actually doing:

• Put pay equity on the agenda (no, really).
• Make flexible work the norm, not a perk. Women shouldn’t have to “earn” the ability to balance life and career.
• Invest in women-led businesses. Less talk, more funding.
• Mentorship and sponsorship. Women don’t just need advice; they need opportunities.

IWD should be more than a marketing moment. It should be a checkpoint—a time to reflect, regroup, and figure out how we can keep pushing forward. Because the best way to celebrate women isn’t with a hashtag. It’s with action.

What’s your corporate strategy for International Women’s Day 2025?