Despite the advances women have made in today’s society, when it comes to media and advertising, there are still plenty of gender biases that need to be addressed. Brands claim to support or empower women all the time, but few actually do. Here are some examples of marketing and advertising campaigns that succeeded in empowering women.

1. Dove’s “Real Beauty” Campaign

Dove made waves when they released their “Real Beauty” marketing campaign, focused on showing real women of every shape, size, and color — and proving once and for all that every woman is beautiful. Many women were inspired by this successful campaign, which aimed to redefine beauty standards, especially in the cosmetics and personal care industries; Dove’s message was that women don’t have to look a certain way to feel confident.

2. Microsoft’s “Girls Do Science” Campaign

Microsoft recognized the need to reinforce that young girls who love science can pursue careers in the field. This popular campaign showcases young girls talking about how much they love science and technology despite feeling only men are allowed to get jobs as scientists. The ad ends with Microsoft sending letters of encouragement to these girls in order to inspire them to keep working hard and doing what they love.

3. Cover Girl’s “Girls Can” Campaign

Cover Girl recently ran a marketing campaign to let girls know that they’re capable of doing and becoming whatever they want. The company cast inspirational and aspirational female celebrities — like Queen Latifah, Katy Perry, Ellen DeGeneres, and Janelle Monáe — in the advertisement; these women discussed all of the things they were told they couldn’t do simply because they were girls, as well as how they overcame challenges and stereotypes on the road to success.

4. Always’ “Like a Girl” Campaign

When Always released their “Like a Girl” campaign, they began a dialogue on the phrase, “like a girl,” asking when and why it became an insult. This powerful campaign sought to change the negative connotations of this phrase, and it definitely succeeded in making an impact and shifting the cultural conversation.

5. Under Armour’s “I Will What I Want” Campaign

Under Armour’s “I Will What I Want” marketing campaign celebrates women who have overcome adversity. Featuring celebrities like model Gisele Bündchen, these ads inspire other women to focus on their abilities, their passions, and their inner strength, encouraging them never give up on what they want.

Over the last several years, more businesses have supported and empowered women by launching campaigns focused on female empowerment. We have been working with Lexus on a successful national effort to acknowledge, engage, and activate women. Contact Renee Fraser to learn more at