Ahead of International Women's Day—on March 8th, iconic cosmetic brand Avon launched the #SpeakOut campaign that asks women and men around the globe to share their stories and "be proud to speak like a woman." The marketing campaign asks users to post a selfie on social media using the hashtag #SpeakOut along with a gender-stereotypical word or phrase they want to reclaim.
"Avon has been a champion for women for over 130 years," said Angela Cretu, CEO at Avon. “At Avon, every day is women’s day, but on International Women’s Day we take the opportunity to invite men and women all over the world to join us in speaking out about the barriers which might stop women from having an equal share of voice."
The cosmetic brand also announced it will be donating $10m USD to NGOs specializing in education, gender violence, and breast cancer.
Image Credit: Avon
Key Themes Behind This Trend
- Reclaiming Gender Stereotypes
- Opportunities exist for developing marketing campaigns that encourage individuals to reclaim outdated gender stereotypes.
- Intersectional Feminism
- Companies can appeal to diverse audiences by promoting intersectional feminism through inclusive ad campaigns.
- Corporate Social Responsibility
- By increasing donations and dedicating resources towards empowering women and fighting gender inequality, businesses can implement impactful social responsibility programs.
Where This Applies
- Cosmetics
- Cosmetic brands have the potential to advance social causes and promote gender equality through their advertising and corporate social responsibility efforts.
- Ngos
- There is an opportunity for NGOs that prioritize education, gender violence, and breast cancer to partner with companies in support of social causes.
- Marketing
- Marketers can create impactful campaigns that not only promote products, but also align with social causes that resonate with diverse audiences.
