Every stain on a sports kit tells a story. Mud means you’ve fought hard for the ball. Grass stains? A slide that saved the game. Blood stains from an injury? Proof of resilience and bravery.

But when it comes to period stains, the same admiration disappears. Instead, they’re treated as something shameful—an embarrassing mark that can keep girls from stepping onto the field at all.

That’s the powerful insight behind Persil’s new campaign “It’s Part of the Game,” created with MullenLowe UK and in partnership with Arsenal F.C.. And it’s about time someone tackled this double standard head-on.

The Untold Struggle: Why Girls Drop Out of Sport

Here’s a sobering fact: 6 out of 10 girls avoid playing sports because they fear period stains.
Think about it. While male athletes wear their battle scars proudly, young girls are told to hide one of the most natural parts of life. This silent stigma not only crushes confidence but also robs countless girls of the joy, freedom, and opportunities that sport brings.
And yet, female athletes at the top level play through it all—blood, sweat, mud, and yes, periods. They just don’t talk about it. Until now.

The Campaign: Redefining Stains

With “It’s Part of the Game,” Persil and Arsenal are rewriting the rules. Under Persil’s bold “Dirt Is Good” philosophy, the campaign argues that all stains deserve the same respect. Whether it’s mud from a tackle or a period stain during a game, they’re all proof of effort, determination, and resilience.
To bring the message to life, Arsenal women’s football stars Beth Mead and Katie McCabe step forward—not just as athletes, but as role models. By sharing their voices, they remind young girls everywhere:

• Period stains are not a weakness.
• They don’t define your game.
• And they should never hold you back from playing the sport you love.

Why This Campaign Hits Hard

What makes this campaign stand out is how it goes beyond advertising. It’s not about detergent. It’s about culture, confidence, and equality in sports.

Here’s why it matters:

• Challenging double standards – Injury blood is celebrated. Period blood is shamed. This campaign flips that narrative.
• Empowering the next generation – Girls see their heroes normalizing the conversation, giving them permission to feel proud, not embarrassed.
• Community action – With Arsenal’s grassroots programs, the message goes beyond TV screens—it’s taking real steps to keep girls in the game.

A Stain Is a Story

Every stain is a memory, a moment, a badge of effort. Mud, sweat, blood, periods—they all belong in the same category: proof that you showed up and gave your best.
With “It’s Part of the Game,” Persil and Arsenal are sending a loud, unmissable message: there’s no shame in stains—because stains mean you’re playing.

Conclusion: Changing the Game for Good

By confronting one of sport’s most unspoken taboos, Persil isn’t just launching a campaign—it’s leading a movement. One where no girl ever has to sit out because of fear, stigma, or shame.
Because when every stain is respected, every player gets to stay in the game.
And that’s a win worth celebrating.

Explore more Film and Video Campaigns.

This campaign is about:
Persil Campaign, It’s Part Of The Game, Period Stigma, Girls In Sports, Arsenal Women, Women Empowerment, Sports Inclusivity, Female Athletes, Beth Mead, Katie McCabe, Dirt Is Good, Unilever Campaign

As women across the world embrace travel as a symbol of independence, adventure, and empowerment, one lingering question remains: Is it safe to travel there? While travel guides often focus on attractions and activities, few comprehensively address safety concerns—until now.

Introducing The Pink Star Rating, the world’s first safety rating system tailored specifically for women travelers. This revolutionary initiative, backed by Reliance General Insurance and Curly Tales, has been developed by ^atom network to provide women with real-time, data-driven safety insights.

What Is The Pink Star Rating?

The Pink Star Rating is a cutting-edge AI-powered platform designed to evaluate the safety of destinations worldwide. It utilizes real-time algorithms to assess safety based on key factors such as:

• Crime history of the location
• Proximity to emergency services (e.g., police stations, hospitals)
• Public amenities and infrastructure
• Other critical safety data

For the first time, women travelers have access to a credible, data-backed tool that helps them make informed travel choices with confidence and peace of mind.
 

 

The Vision Behind the Initiative

With the increasing number of solo and group female travelers, The Pink Star Rating aims to create a globally recognized safety index that empowers women to explore the world fearlessly. By offering transparent, real-time safety ratings, this initiative seeks to:

• Enable smarter travel decisions
• Encourage safer travel experiences
• Promote travel as a liberating and fearless experience for women

Industry Leaders Speak on the Initiative

Mr. Rakesh Jain, CEO of Reliance General Insurance
“Safety is more than a basic need—it’s the foundation of true freedom. With The Pink Star Rating, we are proactively addressing a global concern, ensuring every woman can prepare for her travels and feel secure at every step. Just like checking vehicle or hotel ratings has become second nature, we envision safety ratings becoming an integral part of every woman’s travel planning. This initiative is truly a testament to our commitment to provide meaningful and customer-centric solutions.”

Kamiya Jani – The Face of the Campaign
The campaign launch is spearheaded by Kamiya Jani, founder of Curly Tales, a well-known figure in the travel content space. Her influence in the travel industry ensures that The Pink Star Rating reaches a wider audience and resonates deeply with women travelers worldwide.

Yash Kulshresth, Co-Founder & CCO, ^atom network
“Cars have safety ratings so that you can make a wiser choice. Similarly, The Pink Star Rating is the world’s first safety rating system for travelers to make a wiser choice. The world can’t be fixed in a day, but we all can be more cautious about traveling smartly and safely. We are proud to have such brave clients and Kamiya to elevate this idea and make it a global destination before any destination.”

Why This Matters for Women Travelers

The launch of The Pink Star Rating marks a turning point in travel safety. Here’s why this initiative is a must-have tool for women travelers:

• Data-Driven Safety Insights – Eliminates guesswork and provides real-time safety ratings.
• Empowers Women to Travel Fearlessly – Encourages solo and group travelers to explore confidently.
• Promotes Smarter Travel Planning – Enables informed decision-making for safer travel experiences.

Final Thoughts: A Safer World for Women Travelers

The Pink Star Safety Rating is not just a tool—it’s a movement toward a safer, more inclusive travel experience for women. With the backing of Reliance General Insurance, Curly Tales, and ^atom network, this initiative sets a new benchmark for travel safety, ensuring that every journey is filled with adventure, not anxiety.

As this groundbreaking platform gains momentum, women worldwide can look forward to a future where safety is a given, not a concern. Whether traveling solo or in groups, The Pink Star Rating ensures that every destination can be explored with confidence and peace of mind.

Credits:
Brand: Reliance General Insurance
Campaign: Pink Star Rating | Website
Agency: ^atom network
Creative Team: Yash Kulshresth, Rahul Gate, Ruchika Guha, Anil Nair, Shriya Shetty, Sourabh Dhabhai & Snehal Holam
Account Management: Abheek Chatterji & Vikram Purohit

This campaign is about:
The Pink Star Safety Rating, Women Travel Safety, Safe Travel for Women, Women Solo Travel, Travel Safety Ratings, Reliance General Insurance, Curly Tales, Kamiya Jani, AI-Powered Safety Ratings, Women Empowerment, Crime Safety Ratings, Emergency Services, Travel Safety Index, Travel Safety, Smart Travel Planning, Travel Security for Women, First Safety Rating for Women, Women Safety While Traveling, Secure Travel Experiences, Solo Female Travelers, Women Friendly Destinations, Safety Ratings for Cities, Travel Protection for Women.

In a bid to catalyze a transformative shift in the construction industry, Publicis Brazil, in collaboration with the Women in Construction Institute, has launched a groundbreaking initiative ‘People at Work’ on this year’s International Women’s Day. With women accounting for just one in ten construction workers, there’s a pressing need to address the gender disparities entrenched within this historically male-dominated sector. This article delves into the initiative’s objectives, impact, and how you can contribute to fostering a more inclusive work environment in construction.

Promoting Inclusivity:
At the heart of the initiative is the endeavor to promote equality and inclusivity within the construction workforce. By replacing the conventional “Men at Work” signs with the more inclusive “People at Work” version, the initiative aims to challenge gender biases and dismantle prejudiced behaviors that have long permeated the industry.

Empowering Women:
Central to this initiative is the pivotal role played by the Women in Construction Institute. Since its inception in 2006, this Brazilian organization has been instrumental in empowering and including women in the construction sector. Through a myriad of courses, training programs, and qualification workshops, the Institute has directly empowered over 6,000 women and indirectly impacted the lives of 60,000 more, providing them with new perspectives on work and catalyzing sector-wide transformation.

Encouraging Industry Adoption:
In addition to the symbolic signage change, the initiative encourages widespread adoption of the new signage layout. Construction companies, printing businesses, and other industry entities are urged to embrace the shift towards inclusivity by adopting the new signage and contributing to the dismantling of stereotypes that hinder progress towards gender equality in construction.

Call to Action:
You too can be a catalyst for change! Show your support for People at Work by signing the online petition to establish the new signage as a legal standard on construction sites nationwide. Your signature will contribute to creating a more equitable and inclusive work environment for all. Join us in paving the way for gender equality in construction!

Conclusion:
As we commemorate International Women’s Day, let us seize the opportunity to champion equality and inclusivity in every sphere of society. The initiative spearheaded by Publicis Brazil and the Women in Construction Institute represents a significant step towards realizing this vision within the construction industry. Together, let’s strive to create a future where every individual, regardless of gender, has equal opportunities to thrive and succeed.

In a bold move to combat the alarming issue of plastic pollution in the Pacific Ocean around Mexico, the iconic beer brand Corona hosted a groundbreaking event. With an annual influx of 750 million plastic containers into the ocean, the Plastic Fishing Tournament aimed to shed light on the severity of the problem and inspire meaningful change.

 
Event Highlights:
The Plastic Fishing Tournament, a brainchild of Corona in collaboration with New York agency We Believers, took place on June 12 in Mazatlán, a picturesque resort town in the state of Sinaloa. Local fishermen, in partnership with recycling company México Recicla and environmental organization MazConCiencia, enthusiastically participated in the event. Their mission: to retrieve plastic from the Pacific Ocean and turn the tide against the growing pollution crisis.

Results:
Over a span of four hours, more than 60 fishermen on 30 boats collectively removed an astounding 2.9 tonnes of plastic from the channel between Isla de la Piedra and the Urías estuary. This specific area had been significantly impacted by the waste left behind by tourists, as reported by the Mexican newspaper El Economista.

Recognition and Rewards:
To incentivize the participants, Corona and its partners offered generous cash prizes for the top plastic collectors. The boat that gathered the most plastic, a staggering 319kg, was awarded MX$15,000 (US$750). Second and third places received MX$10,000 (US$500) and MX$5,000 (US$250), respectively. All participating fishermen were recognized with medals, along with vouchers for utilities and utensils crafted from recycled materials, showcasing the potential for ocean cleanup to be a sustainable source of income for local communities.

Environmental Impact:
The collected ocean plastic will undergo recycling thanks to México Recicla, situated in Ecatepec – a municipality grappling with a high rate of femicides. Empowering women through economic independence, around 60% of México Recicla’s workforce comprises women. Since December 2020, the partnership between Corona and México Recicla has successfully collected over 5 million kg of plastic, further contributing to the fight against environmental degradation.

Empowering Local Communities:
Gustavo Lauria, co-founder of We Believers, emphasized the critical impact of plastic pollution and overfishing on small local fishing communities in Mexico. By encouraging fishermen to shift their focus from catching fish to collecting plastic, the initiative aims to create a new and sustainable source of income for these communities, illustrating the interconnectedness of environmental conservation and economic empowerment.

Conclusion:
Corona’s Plastic Fishing Tournament stands as a testament to the brand’s unwavering commitment to environmental stewardship. Beyond raising awareness, the event exemplifies a practical and impactful approach to addressing the plastic pollution crisis, offering a glimmer of hope for the ocean and the communities that depend on it. As we celebrate these efforts, it becomes evident that collective action is the key to preserving our oceans and securing a cleaner, more sustainable future.

Credits
Agency: We Believers, New York
Client: AB InBev
Campaign: Plastic Fishing Tournament
Production Company: Primo, We Doers

This campaigns is about:
Plastic Fishing Tournament, Ocean Pollution, Plastic Waste, Environmental Conservation, Sustainable Initiatives, Fishing Communities, Recycling, Eco-Friendly, Environmental Impact, Women Empowerment, Ocean Cleanup, Beer, Corona, Pacific Ocean, Plastic Containers, Eco-Conscious Events, Plastic Pollution Awareness, Community Engagement, Economic Independence, Environmental Stewardship, Plastic Collection, Creative Solutions, Marine Conservation, Green Initiatives, Plastic Recycling, Environmental Partnership, Social Responsibility, Tourism Impact, Ocean Sustainability.

In many Indian households, particularly those in economically disadvantaged areas, financial control rests with men, who manage bank accounts and related matters. Consequently, women lack financial parity and have come to accept their non-involvement in financial matters, which prevents them from being self-sufficient.

Ujjivan Small Finance Bank is committed to assisting individuals who are financially underprivileged or overlooked. They aimed to effect change in a culturally significant manner that would enable women to achieve financial equity.

In India, wedding celebrations are attended by thousands of guests who customarily present cash gifts known as “Shagun.” The Shagun is never a round figure and is typically accompanied by a 1 rupee coin, which signifies prosperity and continuity for the newlyweds.

Before giving their Shagun to the couple, guests place it in specially designed envelopes called “Shagun Ka Lifafa,” which already have a one rupee coin attached for convenience.

We aimed to repurpose this culturally significant object to promote financial equality for Indian women. Our epiphany was to use the traditional lifafa as a form for opening bank accounts. Furthermore, women could open an account with just one rupee coin, making the process easier and more accessible.

Credits
Agency Network: McCann Worldgroup
Campaign: Shagun Ka Lifafa
Holding Company: Interpublic Group
Production Company: Shoot at sight, Mumbai
Advertiser Brand: Ujjivan Small Finance Bank, Bangalore
Advertising Agency: McCann Worldgroup India, Mumbai
Video Director: / Writer Vineet Mahajan
DOP: Amol Jhadhav / Shoot at sight
Producer: Raj Chedda / Shoot at Sight

Tags: India, Asia, Integrated Campaign, Finance, Ujjivan Small Finance Bank, Financial Equality, Women Empowerment, Traditional Lifafa, Banking in India, Financial Inclusion, Women’s Financial Independence, Financially Underserved, Financially Unserved, Accessible Banking

Tetley Green Tea Immune, a popular green tea brand in India, has recently launched a new brand campaign called #everyBODYcan. This campaign aims to challenge the stereotypes that are often associated with a person’s fitness based on their body type. The campaign emphasizes that a person’s external appearance is not necessarily an indicator of their fitness and that one should look beyond surface-level fitness and embrace their body type while working on staying fit both inside and out.

The campaign showcases real women of different ages and body types surprising the judging eyes of onlookers with their capabilities. Through their experiences, the film leaves viewers empowered with the belief that they too can do more than what people around them may perceive they are capable of. The campaign closes with a powerful message that challenges the stereotypes associated with various body types – “My Body Can, Your Body Can, Every Body Can”.

The brand aims to challenge inherent biases and body-related stereotypes that impair one’s judgement about others and can often lead to body shaming. Through this campaign, Tetley is taking a step towards helping women realize their inner potential while promoting the importance of internal as well as external fitness.

Credits
Agency: Lowe Lintas, Bangalore
Campaign: #everyBODYcan

Production Credits:
Production House: Crazy Few Films
Director: Sharat Kumar

 
The first breastfeeding bench was placed in Kortrijk during World Breastfeeding Week. It was launched together with the #BreastPlaces map to empower women to feel safe and comfortable breastfeeding or pumping in public and encourage the Belgian people to support this. One bench to prove a point, that women can breastfeed their kid anywhere they want.
 

 

 
The campaign got the attention it truly deserved, and they’re undertaking future endeavours so that the most natural thing in the world will be looked at as the most natural thing in the world. The city of Brussels already followed their lead and rolled out the #BreastPlaces map and intends to place a few breastfeeding benches across town in 2022.

“It’s always been our belief that every mother, parent, and family should be able to choose how and where to feed their baby— without judgment or restriction. Likewise, parents should always have the freedom to be out and about without worries. By installing this purpose-built breastfeeding bench and launching the Breast Places website, we hope to truly support mothers of young children to breastfeed or pump in public— while fulfilling our core belief in the process.”
Tania Boler, founder of Elvie

Credits
Advertising Agency: WALKIE TALKIE, Gent, Belgium
Production Company: We Make You Happy
Campaign: Breastfeeding Bench
Tags: Integrated advertisement, Health, Personal Accessories, Public Interest, Women Empowerment Campaigns
Source

Choose To Challenge campaign support women who are making a difference in society.

Credits
Client: DLF Mall of India
Advertising Agency: Quick Brown Fox, New Delhi, India
Campaign: Choose To Challenge
Category: Awareness campaign
Format: TV Commercial
Tag: Women’s Day Ad, Women Empowerment, International Women’s Day, India

Science Against Stereotyping

A unique experiment in marketing science conducted by academics at University College London, as part of Unilever’s Unstereotype initiative, showed a “statistically significant 35% reduction in stereotypical thinking” and a “significant change in original thinking” amongst those who took part. The project explored whether DNA analysis, aimed at giving participants a greater insight into their origins, coupled with a workshop on behavioral change, could help to broaden the way people see themselves and the world around them. In doing so, UCL hypothesized that participants would be more open to questioning how they might inadvertently stereotype people in advertising, giving them a new view of how to commission creative ideas that advance progressive, inclusive, and unstereotypical portrayals of people.

Closeup #FreeToLove

We often hear of couples who lose out on their love in the face of barriers like age, gender, caste, religion. But how often do we hear about the success stories…about those who didn’t give up on their love and found support? Here is a story of 3 real couples who encountered barriers in their love but kept going despite these barriers. They faced opposition but did not give up. And as fate would have it, they found guardian angels to support their love. Closeup India partners with Dhanak to provide support to couples and encourage them to be #freetolove.

Royal Air Force: No Room For Clichés

Actions, not clichés, should define women. Every role in the RAF is open to everyone. From spare time to the front line.

COVERGIRL – #GirlsCan

A movement with a mission to empower young women to overcome barriers, break boundaries and be the next generation to rock the world. At a time when girls are preparing to go back to school and they, along with their mothers and fathers, are thinking about the future, COVERGIRL aims to inspire more women and girls to strive to make strides in areas where women are currently underrepresented, from technology and engineering to media and sports, to entrepreneurship and beyond.

Pantene: Labels Against Women

Pantene’s ‘Labels Against Women’ digital ad exposes a gender bias double-standard: Men and women exhibit the same behaviors but are labeled differently.

70% of women do not feel represented in media and advertising, and every day, women’s lives are affected by these limitations, exclusions, and stereotypes.

To challenge this issue, Dove has infiltrated international casting calls with real beauty models and a message to encourage inclusion in their latest campaign; It’s on Us. Dove pledges that if a brand chooses one of their models, they will pay to cover the appearance fee’s cost.

#ItsOnUs furthers Dove’s commitment to drive change and empower women by striving for an inclusive representation of beauty.

Credits
Advertiser: Dove
Campaign: It’s on Us
Advertising Agency: LOLA MullenLowe, Madrid, Spain

Dabur came up with this beautiful way of transformation and customer interaction to let the brave and beautiful women who have fought cancer come up and share their stories on various digital platforms.

As a result of this, the brand popularity and awareness of Dabur among the customers increased by eleven percent. They were now able to build a solid digital presence and establish a great connection with their customer.

Speaking on the film, Titus Upputuru, Creative Head, Taproot dentsu, Gurgaon said, “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story. Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.” For the record, Titus is the writer and director of this intriguing film.

Credits
Client: iDiva
Campaign: Nip in the Bud
Agency: Taproot Dentsu

This campaign is about:
Sexual Violence, #MeToo anniversary film, Me Too movement, sexual abuse, sexual harassment at workplace, Tarana Burke, Women empowerment, Social Media, sexual assault, Me Too Campaign

We share the vision that these big brands presented this year, and feel grateful to be a part of the voice that supports gender equality. Happy International Women’s to all members of the fairer sex!

Lotte Choco Pie

Flipkart Seller Hub

Olay India

Netflix India

BMO Community

Mindspace

Bank on Equality – Scotiabank Peru

Nykaa

Tags:
International Women’s Day 2020, Women’s Day Ads, Women’s Day campaigns, Best Digital Campaigns, Gender Equality, Women Empowerment

Tags:
SBI Life Insurance, Himmat Waali Seeti, Dutee Chand, Athlete, Women Empowerment, International Women’s Day, Women’s Day Ads

#HeyUpdateMyVoice website

The movement

“In order to contribute to better education of current and future generations, the movement “Hey, Update My Voice” was created.
A non-branded movement for every brand: women’s rights institutions and company using virtual assistants.

Our goal is to ask the leading Silicon Valley companies to update the responses of their virtual assistants. So that they are no longer subservient and passive, and that they have an active voice and give serious and educational responses when they suffer any kind of harassment.”

Tags:
Sexual Harassment, UNESCO, Gender Bias, Als, Hey Update My Voice, Siri, Alexa, AI assistant, Verbal Harassment, Technology, Innovation, Virtual Assistants, Women Empowerment, Women Rights, Gender Equality, AI, Human Rights, Google Assistant, Bixby, Cortana, Xiao, Lu, Nat, Bia, Vivi, Artificial Intelligence, I’d Blush If I Could, sexual abuse