ChooseToChallenge: Our Top IWD Campaigns

It’s no secret that the pandemic has disproportionately affected women – from employment and household labour to childcare and mental health. That’s why this International Women’s Day was more important than ever. With this year’s theme of #ChooseToChallenge, we picked out our top three campaigns from brands looking to challenge the status quo…

Ikea: Fifty Fifty

Fed up of cleaning up after your husband or male housemate? *the collective nod of all women to ever exist*

Following stats that women globally do THREE times more work in the home than men, IKEA created a clever “card game” on Instagram Stories, designed to open up conversations about the divisions of household labour.

The game – called Fifty Fifty contained questions about various household chores aimed to spark friendly debate, from “Name the best and worst household chores,” to the more revealing, “Ever think, “”I’ll just get on and do it myself””. And then feel grumpy and unappreciated afterward?” By pressing and holding the screen, couples were encouraged to pause and take time to chat over each question, airing any potential grievances.

Potentially an argument-inducing game… but an innovative way to open up this important conversation that women often let slide!

Lego: Future Builders 

On the 40th anniversary of their ‘What it is is beautiful’ advert, Lego took us on a trip down memory lane, encouraging people to recreate their iconic 1981 ad with their own photo. The campaign is a response to promising research that 73% of parents believe gender differences are impacted more by societal expectations than DNA.

This interactive campaign champions today‘s young women on their journey to become the decision-makers, role models and changemakers of the future – whatever that might be! Even more admirably, the Lego Group has signed up to the UN Women’s Empowerment Principles to help guide how it can better empower women and girls, and most importantly accelerate gender equality.

SheSays UK: Spam For Equality

We were saddened to hear that women’s jobs have been 1.8 times more vulnerable than men’s during the pandemic, with pay equality regressing even further. SheSays, an organisation dedicated to progressing the careers of women in the creative industries, launched a campaign calling on CEOs to review their paid parental leave policy by the next International Women’s Day in 2022.

They called on employees to “spam their boss”, sending an automated anonymous email to their CEO from, with a pre-written message from SheSays. Every time a person adds their CEO’s email to the website, they’ll be emailed asking to review their policy and sign the Equal Parents pledge. A simple yet effective campaign – spam away ladies!