Beyond March 8th: MSI’s Year-Round Commitment to Women’s Equality

As part of our two-week takeover for International Women’s Day, we’re shining a spotlight on the talented female voices within JAA. Today, Media Assistant Annie McGloin examines the work of MSI Reproductive Choices, exploring how media platforms are used to advocate for women’s rights, choices, and equality, striving for a gender-equal future.

International Women’s Day is a significant moment for many. Both for those who experience the inequalities society imposes, and for those who stand in solidarity as allies. People, organisations, and charities fight for women’s rights every day, far beyond March 8th. To us, IWD is more than just a date on the calendar. It’s a celebration of the progress made, and a call to continue the work that still lies ahead.

1908 marked a pivotal year in the fight for women’s rights. Oppression and inequality led women to become more vocal, actively engaging in campaigns to demand change. That year, 15,000 women marched through the streets of New York, calling for shorter working hours, better pay, and the right to vote. This was a defining moment, highlighting both the strides taken, and the long road ahead.

By 1975, the United Nations officially recognised International Women’s Day, further cementing its importance on a global scale. Fast forward to 2011, IWD celebrated its 100th anniversary, reflecting on the extraordinary achievements of women in shaping history.

So what does this mean for 2025 and beyond? While attitudes toward women’s equality and freedom have shifted considerably, the unfortunate reality is that gender disparities persist. Women continue to face inequalities in business, politics, education, and healthcare. This is where the role of media becomes crucial – it has the power to drive change and shape the conversation around gender equality.

Media has long played a pivotal role in shaping societal attitudes towards gender equality through editorial content and advertising. The media can at times preserve gender stereotypes through its portrayal of men and women, which hinders progress towards equality. However, with the media changing every day, it has the potential to promote positive change by highlighting diverse perspectives, and challenging stereotypes. It can promote gender equality by discussing gender-based issues and advocating for change, representing women fairly.

The media industry tells a story, humanising marginalised groups by sharing these narratives. It raises awareness, highlighting issues women face on a daily basis. Providing the opportunity to speak out, women can tell their stories and use media platforms to oppose unequitable and harmful policies. Research has shown that from a young age, children can be influenced by gender stereotypes that different media platforms present to them. There is a vast potential for media to exhibit a wider variety of roles and behaviours of men and women, promoting a different and more equal future. Strong, impactful, and thought-provoking advertising campaigns can play a key role in shifting perceptions and fostering a more equal future.

Our client, MSI Reproductive Choices, has consistently delivered powerful and impactful work advocating for women’s autonomy, freedom, and equality. This January, MSI launched a striking campaign featuring close-up images of women’s faces with Donald Trump’s distinctive signature sewn over their lips. This visual metaphor illustrated how signing the Global Gag Rule effectively silences women, stripping them of their reproductive rights and bodily autonomy. This policy will have devastating global consequences for women’s healthcare and reproductive freedoms.

By thinking strategically and acting swiftly, we were able to help MSI respond to these alarming policy shifts in the US.

MSI’s campaigns work to support women in leadership, ensure girls remain in school, and protect their health. Their bold messaging, amplified across various media platforms, continues to reach an ever-growing audience, bringing attention to the urgent need for change and striving towards a gender-equal future.

In summary, IWD is both a celebration and a powerful reminder of the ongoing work needed to achieve gender equality. Media serves as a crucial platform for driving this change, amplifying voices, and pushing for progress. As more people engage with various media channels, there is a significant opportunity to spread these important messages. Thus, shedding light on the challenges that millions of women still face worldwide.

Our collaboration with MSI demonstrates how media can be used to advocate for change. The charity’s continued efforts are a testament to the ongoing fight for a gender-equal future. The fight for equality is far from over, but with media as a tool for change, we can move closer to a more equal future.