Skip the slogans—real Women’s Day campaigns create impact that lasts
Updated
March 6, 2026 1:23 AM
Mother Armenia monument in Victory Park, Gyumri city, Armenia. PHOTO: ADOBE STOCK
Women’s Day offers brands an opportunity to show what they stand for through meaningful action. But the strongest International Women’s Day campaigns do more than say “thank you”. They speak to women’s everyday lives.
Instead of big, vague empowerment slogans, some brands focus on small moments that shape confidence and wellbeing. Think about how we compliment young girls, how safe public spaces feel, what comfort really looks like and how friendship plays help women grow. When a campaign is built on a real insight and backed by something practical, it lands harder and lasts longer.
If you’re a startup planning a Women’s Day initiative, there’s value in studying what actually works. The examples below show how clarity, credibility and usefulness can turn International Women’s Day into something that feels meaningful and on-brand.
To celebrate the International Day of the Girl on October 11, 2025, Dove launched #ChangeTheCompliment—a campaign that asked parents and caregivers to rethink how they praise girls. Instead of defaulting to looks-based comments, Dove encouraged adults to acknowledge qualities like resilience, intelligence and determination alongside beauty.
The idea was grounded in data from Dove’s 2024 Real State of Beauty report, which found that more than 60% of girls feel pressure to be beautiful. Dove brought the message to life through a digital film showing parents broadening their praise in everyday moments.
In Canada, the campaign expanded through a partnership with psychologist Dr. Vanessa Lapointe, who helped anchor #ChangeTheCompliment in expert insight. She linked the campaign’s core message to Dove’s long-running Self-Esteem Project, launched in 2004 to provide free, evidence-based tools developed with psychologists and body image experts. Some of these tools included “Confident Me”, a classroom workshop on body confidence and “Amazing Me”, age-appropriate lessons designed to support self-esteem at school.
What worked here is that it didn’t stay inside a brand video. Parents, teachers and creators joined in by sharing their own examples online, posting revised compliments, building quick classroom activities or filming short clips where they swapped appearance-based praise for character-based words. From social posts to simple at-home conversations, the idea travelled beyond the original film and made participation easy.
Startup takeaway: Don’t build a Women’s Day campaign around a fuzzy theme. Focus on specific, everyday behaviors your audience relates to and design your campaign to shift them. Specificity makes your message practical and memorable.
In March 2024, Tetley Green Tea Immune launched the “I Am More Than My Nickname” campaign in India to challenge a common social habit: labeling someone’s fitness based on how their body looks. In many communities, body-type nicknames are used casually. Some of them might sound harmless, but they can chip away at confidence and self-worth over time. Tetley’s point was simple: fitness isn’t a body size. It’s strength, health and well-being.
The campaign centered on a digital film featuring a young girl nicknamed “Golu”, a Hindi term often used to describe someone as chubby. Throughout the film, she’s judged before she even tries, with people deciding what she can and cannot do based on her appearance. As the story unfolds, she pushes back. The film closes with women of different body types holding placards displaying various nicknames, ending with a clear line: “My Body Can, Your Body Can, Every Body Can”. It’s a strong example of a brand taking a familiar social habit and giving people a new way to see it.
Startup takeaway: Look for one small, common behaviour your audience sees every day. Then give people a simple way to engage with it, whether that’s sharing a story, rethinking a phrase or calling out a habit. When participation is baked into the idea, the campaign spreads naturally.
For International Anti-Street Harassment Week 2025, L'Oréal Paris launched its “Never Your Fault” campaign as part of its Stand Up Against Street Harassment program. The campaign drew on L’Oréal Paris research with Ipsos showing the scale of the problem: 75% of women reported experiencing harassment, and 60% said they adjust their clothing or appearance in public.
The message was clear: harassment is never the victim’s fault, and public spaces should feel safer for women. That matters because a lot of women still end up internalizing blame and changing how they dress just to lower the risk.
The campaign also came with a clear next step. It builds on L’Oréal’s partnership with Right To Be, an international NGO focused on stopping harassment, which began in 2020. Through Right To Be’s 5D framework—Distract, Delegate, Document, Delay and Direct—the program teaches bystanders simple, practical ways to intervene safely in the moment.
Startup takeaway: If you’re addressing a sensitive issue in a Women’s Day campaign, don’t go about it alone. Work with experts who bring trust, depth and real tools. It makes your message stronger fast.
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In 2025, Van Heusen Innerwear marked Women’s Day with a single visual that many women immediately recognized. The poster showed a crumpled shirt with a bra placed over it, capturing that end-of-day moment of relief.
The slogan on the poster—“Happy Women’s Day has nothing to do with us”—makes the point that real comfort is personal, not performative. The message wasn’t really about taking off a bra, but about the pressure women carry all day, including the expectation to look a certain way, feel a certain way and still keep going. By leaning into a real, everyday experience, Van Heusen positioned itself as a brand that listens rather than lectures.
Startup takeaway: Skip the predictable in Women’s Day slogans. Find an honest, lived moment and build around it. When your campaign reflects real life, it feels relevant instead of seasonal.
In 2025, Mattel celebrated International Women’s Day by honoring real-life female friendship duos with one-of-a-kind Barbie Role Model dolls made in their likeness. The campaign focused on the idea that strong friendships help women grow, succeed and support each other. Instead of spotlighting individual achievement, it highlighted collective strength—women empowering women.
By featuring duos such as Alicia Keys and Ann Mincieli, Jordan Chiles and Jade Carey and other global pairs across sports, entertainment and advocacy, the campaign framed friendship as a source of confidence and ambition from girlhood onward. To make it practical, Mattel partnered with psychologist and best-selling author Dr. Marisa G. Franco, who shared simple advice for girls: take initiative in making friends, assume people will like you, express appreciation openly, try new activities together and prioritize quality over quantity in relationships.
Startup takeaway: If your Women’s Day campaign is built on a social insight, make it actionable. Storytelling helps, but tools, education and frameworks are what make it useful.
Across these International Women’s Day campaigns, the playbook is consistent: choose one real, everyday behaviour and shift it. Whether it’s the way we compliment girls, the labels we use, how bystanders intervene, what comfort feels like or how we nurture friendships, each brand anchored its message in something tangible and built action around it.
For startups, the lesson is straightforward: be precise in what you’re addressing, be credible in how you show up and make your message usable. Attention is easy to grab, but relevance is harder to earn and far more valuable.
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CES 2026 and the move toward wearable robots you don’t wear all day.
Updated
January 28, 2026 5:53 PM
The π6 exoskeleton from VIGX. PHOTO: VIGX
CES 2026 highlighted how robotics is taking many different forms. VIGX, a wearable robotics company, used the event to introduce the π6, a portable exoskeleton robot designed to be carried and worn only when needed. Unveiled in Las Vegas, the device reflects a broader shift at CES toward robotics that move with people rather than staying fixed in industrial or clinical settings.
Exoskeletons have existed for years, most commonly in controlled environments such as factories, rehabilitation facilities and specialised research settings. In these contexts, they have tended to be large, fixed systems intended for long sessions of supervised use rather than something a person could deploy on their own.
Against that backdrop, the π6 explores a more personal and flexible approach to assistance. Instead of treating an exoskeleton as permanent equipment, it is designed to be something users carry with them and wear only when a task or situation calls for extra support.
The π6 weighs 1.9 kilograms and folds down to a size that fits into a bag. When worn, it sits around the waist and legs, providing mechanical assistance during activities such as walking, climbing or extended movement. Rather than altering how people move, the system adds controlled rotational force at key joints to reduce physical strain over time.
According to the company, the device delivers up to 800 watts of peak power and 16 Nm of rotational force. In practical terms, this means the system is designed to help users sustain effort for longer periods, especially during physically demanding activities_ by easing the body's load rather than pushing it beyond normal limits.
The π6 is designed to support users weighing between 45 kilograms and 120 kilograms and is intended for intermittent use. This reinforces its role as a wearable companion — something taken out when needed and set aside when not — rather than a device meant to be worn continuously.
Another aspect of the system is how it responds to different environments. Using onboard sensors and processing, the exoskeleton can detect changes such as slopes or uneven ground and adjust the level of assistance accordingly. This reduces the need for manual adjustments and helps maintain a consistent walking experience across varied terrain, with software fine-tuning how assistance is applied rather than directing movement itself.
The hardware design follows a similar logic. The power belt contains a detachable battery, allowing users to remove or swap it without handling the entire system. This keeps the wearable components lighter and makes the exoskeleton easier to transport. The battery can also be used as a general power source for small electronic devices, adding a layer of practicality beyond the exoskeleton’s core function.
VIGX frames its work around accessibility rather than industrial automation. “To empower ordinary people,” said founder Bob Yu, explaining why the company chose to focus on exoskeleton robotics. “VIGX is dedicated to expanding the physical limits of humans, enabling deeper outdoor adventures, making running and cycling easier and more enjoyable and allowing people to sustain their outdoor pursuits regardless of age.”
Placed within the wider context of CES, the π6 sits alongside a growing number of portable robots and wearable systems that prioritise convenience, mobility and personal use. By reducing the physical and practical barriers to wearing an exoskeleton, VIGX is testing whether assistive robotics can move beyond niche environments and into everyday life. If that experiment succeeds, wearable robots may become less about dramatic augmentation and more about quiet support — present when needed and easy to put away when not.