WOMEN ARE QUALIFIED. THEIR TITLES SHOULDN’T BE.
“Lady boss.” “She-ro.” “female astronaut.” Our world tends to lead with gender labels when recognizing women’s titles and achievements. And, the implications are larger than language. While it’s true that women bring a unique perspective to any table they sit at, we wanted to shift the focus back onto the skills and talents that got them there. So on International Women’s Day 2020, we launched a global 360 initiative to shift the conversation.
four real women from around the world
We reached out to women from different fields who could share knowledge on the topic. Working remotely from San Francisco, we directed local film crews to capture their stories in Istanbul, Moscow, and Los Angeles. Then, we used Levi’s millions-fold social presence to share their stories in a week-long content series meant to inspire genuine conversations.
in-depth blog series
Gender qualifiers is a nuanced topic. Luckily, Joy, Jekka, Myriah and Melis are real women, with incredible opinions and life histories to share. To actually convey that, I interviewed them (using a lot of Google translate) and wrote an accompanying blog series to make their wisdom available to more women. You can find the full collection here.
32 markets around the world. 50 million impressions.
We put together a global social playbook, empowering Levi’s markets from around the world to run with the initiative, and find local change-makers to engage their own communities. The results was a truly global and hopefully, culturally relevant conversation.
