This International Women’s day, companies from Pantene to Net-A-Porter chose to make a bold statement on behalf of Chinese women – and the response has been phenomenal. Dao Insights highlights 5 of the best
Another International Women’s Day has been and gone, although we can’t help but feel like this one has been the most significant yet – especially for China. Only in recent years have Chinese women begun to speak out for women’s rights, leading a different kind of #metoo movement, with brands and consumers alike placing more and more importance on IWD. This year, most campaigns focused on gender bias, female stereotypes, and female empowerment. The team at Dao Insights has picked five campaigns that aimed to change societal values and resonate with female audiences
Proya exposes gender bias
Leading Chinese skincare
These opinions resonated with many young people’s attitudes that they don’t want society to define how men or women should behave.
Tmall asks people to call out gender bias
In the same vein as Proya, e-commerce platform Tmall took to the streets. They set up an interactive bullet screen in Shanghai’s trendy Xintiandi area that displayed a range of sexist comments including “Marriage is an essential part of every woman’s life”, and “You’re not young anymore, don’t have high standards when looking for a husband.” Passers-by had the chance to call out these statements by getting onto a podium and holding up boards with statements such as “Society’s standards should not define beauty”, “Everyone deserves to be loved”, or “Stop being mean to yourself when you don’t have a ‘perfect body shape’.”
Countless people took part in the offline activity and the campaign video went viral online. The hashtag ‘#how cool is it that girls can counterattack’ gained 130 million views on Weibo.
Pantene empowers women in the workplace
Pantene took a similar approach by taking Tmall and Proya’s
Their campaign video features a story of a female CEO and her male assistant going to a forum. The greeting staff don’t shake the female CEO’s hand, assuming that she is the man’s secretary. It is common for people feel surprised and impressed to learn of female CEOs – a reaction Pantene aims to change. The brand even went one step further and changed the spelling of their brand name in Chinese to remove the radical signifying
Net-a-Porter shares incredible women’s stories
Luxury e-commerce platform Net-a-
The film showcases the extraordinary shining moments in women’s ordinary lives. It features Zhuyujie, a member of the Shanghai Writers Association, Su Min, a solo traveller who drove across China at the age of 50, a teenager fashion blogger, and a talented debater. The video attracted over 21,000 views on WeChat, including comments such as “every woman has powers that no one should underestimate.”
Neiwai celebrates all shapes and sizes
Famous Chinese lingerie brand Neiwai also chose to celebrate women. During 2020’s
So, following on from this success, Neiwai continued the campaign this year. It featured women from different countries, again, with different body shapes. The video zooms in to capture details on the women’s bodies, highlighting their scars, stretch marks, and spots. Neiwai proved that the topic was very much still relatable, with this year’s video hitting 659,000 views on Weibo.
Female empowerment is an essential topic in China in 2021 and beyond
These International Women’s Day campaigns demonstrate brands’