Disrupting the Narrative: Who Really Showed Up This Women’s Month

Disrupting the Narrative: 2025 Campaigns That Didn’t Wait for Permission

This Women’s Month, the standout brands weren’t just showing up for the algorithm—they were showing up for action.

Whilst IWD quietly disappeared from the calendars of some brands (....Apple and Google), others doubled down—creating disruptive campaigns with cultural insight, purpose-led creativity, and a clear commitment to change. These brands didn’t just drop pink posts. They used their platforms to challenge outdated norms, amplify underrepresented voices, and drive action.

Here’s our 2025 Disruptor Shortlist: brands using storytelling to shift culture, uplift women and accelerate equity.

1. Arsenal Women x Persil – Every Stain Should Be Part of the Game

Still telling girls not to get their kits dirty? Arsenal and Persil said enough. Their playful but purposeful campaign reframed mess as a badge of belonging, turning every muddy knee into a challenge to outdated gender norms in sport. A bold creative move for a laundry brand—football was the vehicle, but equity was the goal.

Disruptor Factor: Took a household product and turned it into a cultural commentary. Showcasing brand bravery.

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2. Dove – These Legs

To inspire body-positive conversations—and combat the fact that 1 in 2 girls quit sport due to body shaming—Dove launched a bold Super Bowl spot as part of their #KeepHerConfident campaign. The ad starred a three-year-old girl running freely, with the line: “At 3, these legs are unstoppable. At 14, she’ll think they’re unbearable.”

Disruptor Factor: Tackled confidence culture early, combining high visibility with a powerful emotional punch.

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3. Nike – So Win

Nike’s Super Bowl ad centred female athletes who are constantly told they can’t: “Can’t be emotional. Can’t fill stadiums. Can’t put themselves first.”

The 60-second spot—wasn’t about defending their right to show up. It was a rallying cry to win anyway.

Disruptor Factor: Built on decades of brand legacy in women’s sport—this was narrative flipping at scale.

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4. Refuge – Red Flags

Domestic abuse charity Refuge launched an immersive public installation at London’s Outernet, spotlighting the often-unseen signs of abuse. A sea of red flags—each quoting real survivors—turned a common metaphor into a chilling physical space that demanded attention.

Disruptor Factor: Translated emotional storytelling into experiential disruption. Powerful, visual, and unforgettable.

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5. Mother’s Day: A More Mindful Shift

While International Women’s Month was a stage for bold storytelling, this year’s Mother’s Day campaigns took a noticeably lighter tone. With growing awareness around the complexities of gender and grief, brands navigated the day with more care than ever.

Tesco Mobile kept it simple and sincere. Their out-of-home campaign reminded the public:

“You could send your mum a card—but a conversation means so much more.”

Disruptor Factor: Not groundbreaking, but a timely reminder that connection can be the message—and sometimes simplicity disrupts just by being human.

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In 2025, the gap between performative and purposeful is more obvious than ever. The brands that broke through this Women’s Month didn’t just speak to women—they stood with them. They didn’t wait for permission to tell the truth or take up space. They just did the work.

But there’s still work to do.

This same month—amongst the celebration—two notable women were dragged in the media, not for justifiable reasons, but for clickbait. Meghan Markle, returning with her new show With Love, and Millie Bobby Brown, simply for changing her appearance, faced a wave of excessive and unnecessary criticism.

It’s a stark reminder that, despite all the progress, misogyny remains deeply embedded in culture. Women being discredited, dissected, or demeaned has become background noise—and far too many people are still comfortable with it.

So, while it’s worth celebrating the campaigns that showed up for change, it’s equally important to stay loud—and refuse to accept a world where women are torn down simply for existing, and that’s still seen as business as usual.

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