Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brilliant Marketing Ideas In History, Context, Creativity, Culture, Marketing, Marketing Fail
Let me start by saying that Women’s Day – and Earth Hour – shine a light on very serious issues.
Issues that should be on top of everyones mind without the need for a reminder.
I also want to say that I appreciate everything has to start from somewhere – but I’m genuinely concerned that Women’s Day will end up going the same way as Earth Hour … where society thinks if they engage on the day, then they’ve done all they need to do for the rest of the year.
I’ve written about this in the past.
While this approach is a great way to ignite a social debate about very serious issues, they often end up – at best – only having a 24 hour impact or, at worst, becoming a superficial celebration of a specific day.
Earth Hour have struggled to combat this … as demonstrated by them adding ‘+’ symbol to their logo … but it will take more than that to maintain an interest for the general population.
But at least Earth Hour has been interpreted by society as a commitment to helping the environment, because I’m not sure the same level of clarity can be said of Women’s Day.
Just recently I heard of a company who honoured the females in their company with a range of gifts consisting of an oven, a quilt and a set of pots and pans to name but a few.
I know for a fact they didn’t mean it to be offensive … quite the opposite … but this highlights how many people/companies have totally misunderstood what Women’s Day is actually about and why it is important.
To further highlight the issue, I heard that some guys wanted to start a ‘Man’s Day’.
These were intelligent, Worldly men – not Neanderthals – and if you spoke to them about equality, they’d be passionately behind it, and yet they didn’t see how their suggestion would completely undermine the importance of this day for the females in their company.
And that’s my worry.
Because equality is a fucking important thing.
Something that requires more than a day of awareness … but if that is the route we need to go down to try and ensure the debate is not allowed to be placed in the shadows, then we must at least ensure the purpose of the day is clear because frankly, while it’s fun that Burger King renamed their Shanghai store for the day, it means little if the only reason they did it was for superficial topicality.
I’m not saying that’s why they did it, but momentarily changing your brand name or giving out gender reinforcing gifts highlights that the real purpose of Women’s Day could be in danger of becoming as superficial as adding a Q&A element to the Ms World competition.
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