4 tips for marking International Women’s Day

How is your organization thinking about marking International Women’s Day (IWD) for 2022?

The holiday, celebrated each year on March 8, offers the opportunity to celebrate the achievements and contributions of women in the workplace and in society. It’s a crucial opportunity to engage as companies grapple with the loss of many talented women from the workforce during the COVID-19 pandemic.

Kyla M. Jones

Here are some tips on how to think about addressing the special day in your messaging this year:

1. Make your message intersectional.

“In previous years, IWD was focused more on the achievements and “acceptable” aspects of identifying as a woman,” says Kyla M. Jones, associate director of diversity strategy with RAPP. “But this year, it’s important to keep deconstructing the societal, preconceived (Western) notions of what it means to be a woman, and becoming more action-oriented.”

She recommends asking:

2. Focus on more than the top of the marketing funnel.

Brand messages for International Women’s Day are often focused on awareness. But, Jones recommends that brands think about bring those messages farther down the funnel where they can have more impact.