Burger King may have had good intentions with it’s 2021 campaign for International Women’s Day, but it’s tweet “women belong in the kitchen” came off as sexist. Although it is true that women make great chefs, the historical context of the phrase brought negative publicity to the popular burger chain. The campaign was a flop and goes to demonstrate the power of thoughtfully crafted content. You can use your content to show you value gender equality, provided you do it right.
How Does Your Business Approach Gender Equality?
It’s great to celebrate International Women’s Day, but women want parity and equality all year long, not just one day of the year. Yes, it is a nice way to raise awareness of the issues, but your business can use your gender equality strategy as part of your overall content plan. It’s not enough to make sure women are pictured in your content campaigns or are a diverse part of your workforce. Dig deep and showcase how your business is making strides in gender equality, from your board to your customer.
Ideas on How to Create a Content Campaign for Gender Equality
Your audience is looking to see themselves in your content. But many consumers are looking for more. One consumer survey found that 64% of consumers took action after seeing an ad that was diverse or inclusive. Content that reflects the diversity and inclusivity of your business garners a positive response. What can you do to make sure that your social media and content channels promote gender equality?
Share Multiple Voices and Perspectives
Women make up about 50% of the world’s population, but they aren’t usually represented that way in the media and news. Research your audience and understand how gender fits into your audience.
A beard-care company may be more focused on their male demographics but remember that women buy gifts and personal care products for the men in their lives.
Know What You Want to Focus On
A good content campaign doesn’t try to be all things to everyone. Start with one or two aspects of gender equality that you are passionate about within your business. Netflix curated a collection of documentaries, films and TV series that honored inspirational women for their 2021 International Women’s Day campaign. Google celebrated the day by sharing facts about female leaders. Both companies have multiple avenues to showcase gender equality but chose one area as its focus.
Don’t Try Too Hard
Your content strategy must be balanced. One day of gender equality looks as if you’re just doing it out of an obligation. On the other hand, if every piece of content forcefully reiterates your stand on gender equality, then it could come off as tone-deaf to the rest of your audience. Incorporate gender equality into your content naturally through gender-neutral language, diverse stock photos and good editing for content.
Bring in Talented Writers with a Fresh Approach
New writers can bring talent, ideas, and inspiration to your content strategy. MintCopy has a team of experienced and diverse SEO writers who can provide a fresh voice and outlook for your content plan. Ask about our services to create relevant and interesting content to grow your audience.
- https://www.cnbc.com/2020/03/08/what-brands-are-doing-for-international-womens-day-2020.html https://www.unwomen.org/en/news/stories/2020/2/compilation-small-actions-big-impact-for-generation-equality