A closer look at how brands celebrated women’s day and the sincerity behind their campaigns.
International Women’s Day, originally a socialist movement, began with 15,000 women marching through New York City demanding shorter work hours, better pay, and the right to vote. Ironically, this once grassroots cause has now been swallowed by the corporate world, with many brands using it as another public relations tool to garner support and boost profits.
While celebrating women is important every day, International Women’s Day has become a convenient way for companies to engage in performative actions without much substance. This year’s theme focuses on bridging the digital gender gap, with the International Monetary Fund noting that women’s participation in STEM fields remains low, standing at just 15 percent globally.
However, as brands jump on the bandwagon, it’s clear that their involvement may not always be as genuine as it appears. Some campaigns seem more like marketing strategies rather than true advocacy. Let’s break down how these brands performed:
Grab
Grab’s International Women’s Day campaign declared that “99.99 percent of Grab rides are boringly uneventful,” highlighting the safety features designed for women in Singapore. While safety is essential, the campaign misses an opportunity to showcase Grab’s diversity initiatives in the tech space, especially given this year’s theme of women in STEM. Instead, the focus seems to be more about promoting Grab’s services than celebrating women.
Grade: C+
Love, Bonito
This popular Singaporean brand tapped into its strengths with a campaign featuring stories that explore femininity, all set against its signature aesthetic. However, while the campaign emphasized inclusivity, it didn’t do enough to highlight size diversity, which could have strengthened the message.
Grade: A-
Flash Coffee
Flash Coffee’s campaign aimed to celebrate female customers with profiles of inspiring women. These stories were empowering, but the connection to the brand was minimal, and the tagline, “Not all superheroes wear capes, some wear ‘heels’ or ‘activewear’,” felt disconnected from the product.
Grade: B
Deputy Prime Minister Lawrence Wong
Lawrence Wong’s TikTok video for International Women’s Day felt distant. While his intention to promote inclusivity was clear, the video itself didn’t seem personal or engaging. For a leader who advocates for a more inclusive Singapore, the video missed the mark by not connecting with the audience in a more authentic way.
Grade: B+
Sentosa
Sentosa’s “Follow Me to Work” video was an interesting behind-the-scenes look at the workplace, but it didn’t feel unique to International Women’s Day. It could have been just any regular employee day video. Still, the addition of cute animals earned it some bonus points.
Grade: C+
Singapore Police Force
The Singapore Police Force shared heartwarming baby photos of women in the force, pulling at the heartstrings of viewers. However, the campaign would have been more impactful if it highlighted the officers’ achievements and strength, instead of focusing on their appearance in uniform.
Grade: B
7-Eleven
7-Eleven’s International Women’s Day campaign featured a promotional deal on menstrual cramp relief pads. While practical, it lacked depth or broader support for the cause, making it feel more like a sales pitch than a celebration of women.
Grade: C
