Over the years, we've seen more and more brands use International Women's Day to showcase their commitment to the values of equality and diversity, through unique campaigns and creative advertising.
This year, in the shadow of the war, almost all the campaigns on the screen look a little less colorful and much more serious than before and as a result, the Women's Day campaigns also took on an air of seriousness that is not necessarily typical of the genre.
We have already seen how when heavy issues are on the agenda, marketing gives way to social activities whose branding and image value is enormous.
On Women's Day, brands like to flaunt equal employment, diversity and inclusion policies, female empowerment, and other buzzwords that sound really good when included in a copy of job ads, but is that what tipped the scales?
You decide.
The veteran chairwoman joins the fashion production
Deborah Itzhaki, the oldest employee at Mashbir, stars in the network's new campaign in honor of International Women's Day.
As part of the campaign, 82-year-old Yitzhakhi, who serves as the chairman of the Mashvir board of directors, posed for a special fashion production of the PUNT ROMA brand, which is sold exclusively in Mashvir, and changed several looks that illustrated that it is possible to stay up-to-date and fashionable at any age.
Yitzhakhi has worked at Mashvir for 66 years, since 1958, and is considered the oldest Among the company's employees. She began her career as the secretary of the chain's founder, then was transferred to the position of owner in the men's department, a position she held for 30 years. As part of her duties at Mashbir, she has served as the chairperson of the national committee for the past 30 years.
As a token of appreciation for Yitzhak Hakim's work The Mashbir has a scholarship fund named after her, which has been awarding scholarships for the past 10 years to students of the Mashbir employees, studying at Bar Ilan University.
Deborah Itzhaki, the oldest employee in Mashbir, in a special fashion production for Women's Day./Eyal Nebo
Rami Shavit, CEO and owner of the Mashbir: "This is the fourth year that on International Women's Day, the Mashbir chain continues to raise awareness of social issues that concern society in general and women in particular.
The current campaign cheers for the women who work in Mashbir and is an opportunity to say thank you to them.
The choice of Deborah Itzhaki conveys a social message that it is important to promote and empower older women who continue to work, create and inspire the younger generation."
The campaign will air on television channels, social networks and digitally through the McCann TLV advertising agency.
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Bank Hapoalim does not forget the rape victims of October 7
Bank Hapoalim is also launching a campaign for International Women's Day in which it will launch a campaign starring Lenor Abergil, to raise funds and raise awareness of the war crimes and rape cases that Israeli women went through on 7/10.
The cost of filing and managing the complaint at the International Court of Justice in The Hague is significant and amounts to several million shekels, which the families headquarters is required to raise.
To help with this task, Bank Hapoalim is initiating a significant 3-day fundraising campaign on television, and will even assign the bit app as a platform to receive donations.
In the center of the campaign, Linor Abergil, who herself was a victim of abusive relationships and survived to tell, will read a poignant text about what it is to "be a woman in Israel - version 2024" and invite the citizens of Israel to join the struggle of the headquarters of the families of the abductees and contribute to support and assistance in the management of the complaint.
"International Women's Day has arrived, and we Israeli women would like, like the rest of the women in the world, to deal with wage gaps, in the place of women on boards of directors, in the army, in the government. We do not have this privilege, because the rights of Israeli women were trampled on 7/10. In fact, They are still being trampled, in captivity. And the world, looks on from the side, and is silent. It is time for us, the women and men in Israel, to stand firm alongside our sisters, and help them win the most basic right - recognition. Together we will tell the story of the women who cannot do this," said Aberg Yell.
Lenor Abergil in Bank Hapoalim's Women's Day campaign
Domino's street campaign
Gender equality is not only expressed in wages or opportunities.
Did you know that in Israel there are many more streets with men's names than women's names?
Domino's Pizza decided to raise awareness of this important issue and emphasized that in Tel Aviv, which is undoubtedly the most progressive city in Israel, only five percent of the streets are named after women, while in Jerusalem the gap is ten percent.
To raise awareness of the issue, Domino's chose to offer a 30% discount to anyone who orders a pizza for the streets named after women.
Although the campaign is not expected to influence the decision-makers, the decision to put the issue on the agenda is an interesting crack that offers a practical and relatively easy-to-implement solution to the question of gender equality, without mentioning this chewed-up couplet at all.
Strong women in cinema
On the occasion of Women's Day 2024 and so that you have something to watch with the pizza, Cellcom TV is launching a special special, "Strong Women in Cinema", which includes dozens of films about inspiring women of all time.
One of the most prominent trends of the last decade is female empowerment, and accordingly, more and more actresses have been standing in front of and behind the camera for many years.
Along with many films that place a strong male character at the center, wonderful films have been created over the years about inspiring women, who are role models for millions of women in their own right, even without being superheroes or possessing special powers.
Among the films that will be broadcast are classics such as "Thelma and Louise" and "The Silence of the Lambs", alongside new hits such as "Everything Everywhere at Once" and "Gucci House".
Cellcom TV's strong women special will air on Thursday and continue throughout the coming weekend.
"Wonder Woman 1984" trailer/PR
The women of Israel
Tambor also salutes all the pioneers and on the occasion of International Women's Day launches a campaign dedicated to the honor of fighting women.
The campaign is a continuation of the "The Color of Israel" campaign that Tambor launched a few months ago, and told the story of Israeliness through color.
A fan of colors behind which are hidden memories, longings, feelings and a unique local Israeli being.
These days, in honor of International Women's Day, Tambor returns to tell the Israeli story through color and launches a campaign in honor of the pioneering Israeli fighting women and connects with them through the colors representing the three arms, in the air at sea and on land.
"We at Tambor have chosen International Women's Day 2024, to salute all those pioneering Israeli women to whom we have been exposed in recent months. Strong, resourceful and inspiring women. In the current campaign, we were excited to give a platform to more shades of Israeli society. As the leading paint brand in Israel, whose roots are deeply rooted in being Israeli for 87 years, we will continue to tell the story of Israeliness through the unique colors and shades that define who we are," explains Tzvia Orenstein Kasen, Tambor Group's VP of Marketing.
Tambor salutes female fighters in the campaign for Women's Day./Tambor
Gender equality at work is not just a slogan
In preparation for Women's Day, Keter Company is launching the campaign #Listen to us to raise awareness of the issue.
As part of the company's ongoing activities to reduce wage gaps and integrate women in the industry, the campaign calls on managers in companies from all fields to join and act for this valuable goal, right now.
This is the fourth year that Keter has launched a media campaign aimed at putting a spotlight on the position of women in Israeli industry, on the wage gap in the economy, and we are seeing change, but not fast enough.
The purpose of Keter's current move is to encourage women to join the industry, to work in it in "glass ceiling shattering" jobs and to bring about the fact that more companies will be involved and commit to the issue in the Israeli industry.
The women starring in the campaign represent different sectors of Israeli industry, and the gender-challenging areas of employment, however, at Keter are very happy to report that 75% of product managers are managers, 83% of business development and marketing managers are managers, and 75% of supply chain managers are managers.
The campaign was filmed at the Keter factories in Karmiel and Alon Tabor and features 6 pioneering Keter employees, each in their own field, representing approximately 35 years of accumulated experience in the Israeli industry.
The winning feature in the kitchen
From right to left: Inbal Lavi, Yoni Avivi and Tamar Leibovitz./Shlomi Cohen
Feminists have been calling for women to get out of the kitchen for years.
In honor of Women's Day, Avivi Kitchens gathered the best influencers to find the perfect accessory that can make working in the kitchen more efficient, faster and easier, leaving us space and time for other things.
Among these magic accessories there was enthusiasm for hidden drawers, a hood that was pulled out from the counter, a kitchen island that turns into a dining area and concept doors that hide the entire work area of the kitchen.
According to Yoni Avivi: "We salute today's strong women even though in the kitchen of 2024, also numerically, we find a higher amount of men than women."
So what did we have?
The Israeli campaigns for Women's Day 2024 are a mix of grim circumstances, creative constraints and a general feeling that there are more urgent things on the agenda.
Although we have seen some nice hacks here, it is evident that not all brands are on the same page in this matter and the meaning that each brand gives to the issue varies on the scale between just marking V and a sincere desire to change and influence.
Either way, brands have an important role in preserving the tradition of Women's Day today and in the years to come.
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