Have brands given up on International Women’s Day?
Only a couple of years ago, IWD was seen as a prime marketing opportunity for brands to pledge their allegiance to womenkind. Yet this year we’ve seen barely any big campaigns – why? 08/03/2021 2:31 pm
On this day four years ago, the marketing industry was filled with excitement for a new campaign that was launched for International Women’s Day. Titled Fearless Girl, it saw a bronze statue of a young girl quietly installed in front of the famous Charging Bull statue in New York City’s financial district.
The statue was the work of artist Kristen Visbal, who was commissioned by asset management company State Street Global Advisors to create the work, in recognition of its ‘Gender Diversity Index’, which aimed to encourage more diversity in its senior leadership.