Feminist Advertising: Three Campaigns Changing the Conversation

Photo courtesy of Markus Wrinkler on Unsplash

Women across the globe are still fighting for equality in 2026. According to UN Women, 137 women and girls are killed by intimate partners or family members every day, 4 million girls fall victim to female genital mutilation globally, and only 64% of women worldwide hold the same legal rights as men. Women everywhere face physical violence, systemic inequality, sexual abuse, and everyday sexism. Justice for gender equality remains an ongoing mission for women of all ages, races, and socioeconomic statuses. March has become a month devoted to honoring Women’s History. For a whole 31 days, we celebrate the powerful women who have come before us. The women who fought for my right to sit in a college classroom, cast a vote, and own property. 

Although globally, many women continue to suffer at the hands of sexism, they remain strong and successful. They continue to accomplish more than what was ever expected of them. A growing number of global brands are contributing meaningfully to the conversation on gender equality. Their campaigns support the feminist movement, advocate for women’s rights, and raise awareness through research‑driven messaging. Here are three campaigns that demonstrate how creative advertising can deliver a powerful message.

1. 2026 FIGS “NEVER CHANGE”  watch the video here!

FIGS is a successful female-owned company specializing in durable healthcare clothing, primarily scrubs. They recently developed a video advertisement launching two new scrub styles. The video titled “NEVER CHANGE” was released in the United States to coincide with the March 2026 International Women's Month. While promoting the two new scrub styles, the video also highlights the surge of women in the medical field, stating that women now make up “77.6% of the healthcare workforce.” Alongside the rising number of women in medicine, FIGS highlights how this shift benefits patients, given that medical research has historically focused little on women. 

One part of the video is a flashback, in which a male doctor tells his female patient, “You just gotta toughen up.” The video cuts to the future, where a female doctor validates her patient and provides the correct diagnosis. Women succeed in this field partly because of strong traits once dismissed as weaknesses, compassion and empathy. These special traits create the best medical workers in the world. FIGS showed how a once male-dominated field is becoming a space for women, and how that shift benefits medical facilities across the nation.

2. 2025 Beyond Equality “See What She Sees” see the billboard here!

Beyond Equality is a UK-based charity that drives positive change in the issues of toxic masculinity and gender stereotypes. In 2025, they released a billboard advertisement highlighting the ways women must navigate daily life to protect themselves. Most women live their lives with constant vigilance. Scanning their surroundings, identifying potential threats, and carrying everyday objects as makeshift protection. Beyond Equality conducted nationwide research. Here’s what they concluded:  

“7 in 10 women worry about being followed or harassed when alone in public,” and 

“2 in 3 women say safety fears limit their social and professional lives.”

 The billboard shows two different perspectives of an iPhone, one side reads “MOBILE DEVICE,” whereas the other side reads “SELF-DEFENSE DEVICE.” The campaign slogan reads “see what she sees.” The visual message is clear with the deliberate use of contrasting colors and fonts. It calls men to put themselves in the shoes of these women and understand their worldviews.

3. 2024 L'Oréal “Never Your Fault” see the full campaign here!

L'Oréal Paris launched their “Never Your Fault” campaign during Anti-Street Harassment Week in 2024. The main goal of this campaign was to increase awareness of the global issue and drive change. Their campaign was backed by research. Here’s what they found:

“80% of women have already experienced sexual harassment in a public space at least once in their lives,” and “52% of people blame women for situations of sexual harassment in public spaces due to their attitudes, behavior, or appearance.”

In many cases of sexual harassment, men walk away without remorse, while women are left carrying shame that was never theirs to bear. Victim-blaming silences women, erodes their self-worth, and reinforces toxic societal norms. L’Oréal’s campaign calls attention to this issue and highlights the injustice. Their campaign presents different beauty and fashion items that men use to justify their harassment of women. On one of the deliverables, there is an image of lipstick; the slogan reads “DON’T BLAME YOUR LIPSTICK.” Sexual harassment towards women is only ever to be blamed on the male harasser. Creative messaging like this brings light to these issues, draws attention, and creates safer spaces for women.

The world is slowly becoming more equitable for women. We are seeing women excel in male-dominated fields, reshape industries, and expand what’s possible for the next generation of women. But for women, there is still work to be done. When one woman isn’t free, none of us are. It’s important to support brands that are making a difference. As creatives, we can use our own skills to spread awareness of issues that matter to us. Happy International Women’s Month to all women and girls out there who continue to inspire me. One day, I hope March will simply be March, but until that day comes, the fight continues.