Celebrating and Supporting Women

Deloitte showcased its commitment to women during the WNBA playoffs via four national TV spots celebrating women business leaders.

To showcase its commitment to gender equality and closing the pay gap, Grant Thornton (GT) created The Grant Thornton Invitational — the first mixed competition golf tournament in more than 20 years.

Frito-Lay's Women’s World Cup campaign celebrated the greatness of women’s soccer to inspire a new generation and demonstrate how Frito-Lay snacks can elevate any sports-viewing experience. It focused on a new TV commercial, bringing together an inspiring cast of current and past icons in women’s soccer.

CARE’s International Women’s Day campaign "Women Know How," celebrated fearless leaders and changemakers. Featuring a flagship video, top media placements like the Today Show, a speaker series, and a first-ever activation of social media influencers, CARE’s campaign spread powerful content across channels.

With Dove’s campaign, “Dare to Be Truly You,” the brand inspired a trusting, open dialogue between kids and parents to discuss beauty and self-esteem topics through experiential events, in-store education, and social extensions of the card game that Dove designed to accompany the campaign.

Basketball is more than a game. It helps shape communities and inspires change, both on and off the court. DICK'S Sporting Goods and Nike recognized the challenges young female basketball players face in sport and partnered to build a program that would empower the next generation of girl ballers.

As we mark yet another IWD where gender parity remains a goal for the future rather than a reality of the present, here’s what prominent female leaders across the tech landscape have to say about their experiences as women in advertising and what still needs to be done to achieve true equality.

Sports Illustrated leveraged ad space in its iconic Swimsuit edition to support women’s empowerment by only accepted ad dollars from brands demonstrating meaningful investment in initiatives, policies, and causes for women’s equality.

Beer brand Corona strove to promote equal pay for female soccer platers in Mexico.

The world keeps trying to put girls and Girl Scouts in a box of arts and crafts, green vests, and sweet smiles, which are all fine — but the Girl Scouts organization focuses on a strategy that can help change the world.

Shutterstock discussed the development of its “Black Girls Surfing” collection, which was created to drive representation of a marginalized group.

Empowering women to open businesses, play sports, pursue a passion, and feel good in their bodies are not necessarily things you expect a B2B company to do. However, the latest B2 Awards showcase campaigns that undertake such important work. Below are some award-winning campaigns that are making changes for the better.

On October 11th, International Day of the Girl, CVS Health announced its new period parity initiative as part of its new enterprise platform – HERe, Healthier Happens Together – to provide easier access to services and products that help support women’s mental and physical well-being.

Mastercard’s campaign targeted U.S. card issuers and financial institutions that focus on small businesses and small business owners. Through proprietary research-driven insights, Mastercard solidified and grew its issuer partnerships and brought in fintech partners to strengthen perceptions among small business owners.

Sports Illustrated leveraged ad space in its iconic Swimsuit edition to support women’s empowerment and encourage brands to invest in initiatives, policies, and causes supporting women.

Boost collaborated with World Cricket Championship 3 (WCC3), the world’s most downloaded mobile cricket game, to launch the first-ever cricket video game featuring an all-women team.

With its “Silent Hit” campaign, Brazilian telecommunications brand TIM partnered with three prominent female pop stars to create a “lyric-less” song, which symbolized the way abused women are silenced and generated a healthy amount of social media buzz.

No to Violence Against Women (NTVAW) collaborated with women’s magazine, Laisha, to drive awareness of its gender-based violence helpline.

On the fiftieth anniversary of Title IX, Ally launched a landmark campaign to promote equity in Women’s sports through its “50/50” media commitment, spurring national conversation, supercharging brand growth, and ultimately “Primetime-ifying” the National Women's Soccer League Championship.

Buick took a stand for gender equity in sports by using the brand’s NCAA partnership to launch a first-of-its-kind effort: the #SEEHERGREATNESS campaign. As the automotive brand with the highest percentage of female buyers, Buick took advantage of its opportunity to be an ally and help increase visibility for women's sports.