Charities join forces for Women's Day campaign

Amnesty - one of the charities backing International Women's Day
Amnesty - one of the charities backing International Women's Day

Amnesty, Save the Children, Oxfam and ActionAid are among the charities to have teamed up to launch a campaign to mark the centenary of International Women's Day (IWD) on 8 March 2011.

The coalition has appointed ad agency Karmarama to devise a brand identity for the initiative, with the aim of achieving the same level of consumer impact as Make Poverty History did in 2005.

Marketing activity is expected to kick off early in the New Year. Singer Annie Lennox is one of several celebrities backing the campaign, which will run throughout 2011.

The drive will focus on the UK, but have a global reach through member organisations such as Oxfam. The ads will target 16- to 30-year-old women.

Karmarama is researching four brand identities, ranging from serious propositions about gender equality to light-hearted options that are expected to resonate better with the target market. A final decision will be made next month.

The campaign will rely largely on free media space, with ITV, Channel 4 and Sky having already signed up to co-operate. Paid-for advertising, which could include a cinema ad on 8 March, is also planned.

Other activity is likely to include events, a short film featuring celebrity backers, print ads and a digital campaign. The creation of an as-yet undecided product which would be sold to raise money is also under discussion.

A spokeswoman for the coalition said the key objective was to get young men and women engaged in the gender debate. She added that as well as messages about inequality in the UK, the campaign would address global issues, such as lack of education and healthcare for women.

Although IWD was launched in 1911, this is the first co-ordinated approach to marking the event. 'Each of these charities has celebrated IWD in the past in its own way,' said the spokeswoman. 'For this campaign, we are combining efforts as we need to get the next generation on board.'

The other charities involved in the coalition are Women's Aid, Women for Women, Funny Women, Fawcett Society and the White Ribbon Alliance.


Andrew Nebel: Owner of charity consultancy Hemgate and ex-UK director of marketing and communications, Barnardo's

One of the biggest challenges a campaign such as this faces is identifying what 'the big idea' is. Make Poverty History says exactly what it is in just those three words.

The charity coalition will need one strong idea conveyed in a way that resonates with the public.

What is the evil the charities are looking to eradicate and the problem they are trying to solve? The day should be used as a trigger, but to give the campaign longevity, it needs a simple premise that strikes a chord with the public, media and governments.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer