March – Celebrating Women in Advertising! Creativity, Representation, and Successful Campaigns

March is the month when we celebrate women—their achievements, inspiration, and role across various industries. The advertising sector is one where women play a crucial role, both in the creative process and as central figures in communication campaigns.

While women continue to take on increasingly significant positions in the industry, campaign analysis reveals that more steps are needed to achieve equality and break stereotypes. This article explores women’s place in the creative sector, their representation in advertisements, and examples of successful campaigns that not only inspire but also raise important issues, foster open dialogue, and offer real solutions.

Women in the Advertising Industry: Recognition, Influence, and Challenges

According to the “Creative Equality in Advertising 2024” report, women won 24% of the Gold and Grand Prix awards at Cannes Lions and Eurobest (2019-2023), with a 3:1 ratio in favor of men. However, countries like Greece (42% of awards going to women), Finland (32%), and Sweden (30%) show that change is possible. Women hold 40% of leadership positions in advertising, yet only 11% reach top creative roles—a clear indication that despite positive trends, there is still work to be done to break the last barriers of inequality.

In 2023, women appeared in 56% of advertisements (compared to 42% for men), but they were often portrayed in family roles (19%) and rarely as leaders (3.4%). The good news? Budgets for ads depicting women as leaders have increased by +493%, and those featuring women in professional roles have grown by +395%. It’s clear—diversity wins. These figures confirm that consumers respond positively to more realistic and inspiring portrayals of women in media.

Top Women-Centric Campaigns for 2024-2025

1. Dove – “These Legs”

Ogilvy UK, February 2025 | Dove delivers a Super Bowl ad straight to the heart, showcasing how girls lose confidence in their bodies as they grow older. Supported by the Body Confident Sports Program, the campaign calls for protecting young girls’ self-esteem. It emphasizes the importance of positive body perception at all ages and the role of societal support.

2. Dove & Drew Barrymore – “#TheFaceof10”

Ogilvy UK, March 2025 | Social Media | With Drew Barrymore and a powerful TikTok message, this campaign challenges the pressure on young girls to use anti-aging products. It highlights the need for embracing natural beauty and self-acceptance at every age.

3. L’Oréal Paris – “It’s Never Your Fault”

March 2025 | As part of the Stand Up initiative, L’Oréal Paris takes a stand against street harassment with messages like “Don’t blame your lipstick” and a QR code linking to training on the “5D” intervention strategies. The campaign underscores major brands’ social responsibility and the need for active measures against violence.

4. Nike – “So Win”

March 2025 | As part of the Stand Up initiative, L’Oréal Paris takes a stand against street harassment with messages like “Don’t blame your lipstick” and a QR code linking to training on the “5D” intervention strategies. The campaign underscores major brands’ social responsibility and the need for active measures against violence.

5. Commence – “Scalp Health Is Sexy” Brooke Shields

2025 | Brooke Shields launches a beauty brand for women 40+, advocating natural beauty and confidence. The campaign emphasizes that self-care is not just about youth but overall well-being.

6. GoPro – “Week of Women”

March 2024 | GoPro celebrates women through extreme POV videos, encouraging fans to share their own stories. The initiative showcases the strength and courage of women in extreme sports and adventure-driven lifestyles.

7. UEFA Women’s Football 2024 – “The Grit” (Amazon)

Adam&EveDDB | Amazon invests in women’s football with an inspiring campaign, while its new online store offers merchandise for fans. The campaign highlights the growing popularity of women’s sports and the need for greater visibility.

8. Van Heusen Innerwear – “Freedom at Home”

March 2024 | A campaign that boldly states what every woman knows—the relief of taking off your bra at home. It underscores the need for comfort and authenticity in women’s daily lives.

Equality in Advertising – A Path to True Success

Women in the advertising industry continue to inspire with their talent, creativity, and leadership, paving the way for a more equitable and inclusive environment. Success is no longer determined by gender but by the ideas, vision, and dedication that every professional brings. When collaboration and equality are at the core of the industry, the results are stronger, more innovative, and truly inspiring. The future of advertising belongs to everyone who believes in the power of creativity and works together to shape impactful and meaningful messages.