IWD: Exploring Amstel Malta’s Genius Move to Spotlight Women on The Big Screen

 
Mary Nnah

 
In commemoration of International Women’s Day which is celebrated globally on March 8th to highlight women’s invaluable contributions to society, several brands seized the opportunity to connect with their female audiences.

One of the campaigns that stood out, and for the right reasons, was Amstel Malta’s International Women’s Day (IWD) Spotlight Series. The premium malt brand spotlighted 30 women who have left indelible marks across different industries.

The women chosen for the spotlight series were Dr. Busola Tejumola, Adeola Adeyemi, Laila Johnson-Salami, Confidence Staveley, Sandra Okeke, Oluwaseyi Moejoh, Omoyeme Effiong, Sinmisola Hughes, Temilade Salami, Lisa Folawiyo, Lolade Ogunjimi, Anita Ashiru, Omoye Isabota, Ijeoma Balogun, Blessing Abeng, Odunayo Eweniyi, Ayo Mairo-Ese, Chidera Okolie, Alma Asinobi, Olive Emodi, Ayomide Dokunmu, Hilda Baci, Elizabeth Elohor, Busola Komolafe, Korty EO, Morenike Molehin, Bola Balogun, Bunmi George, Yetunde Asika and Abimbola Balogun.

The campaign was particularly noteworthy in that, in addition to posting these women on its social media pages, Amstel Malta posted them on billboards nationwide, effectively turning urban spaces into canvases for empowerment and recognition. The billboards were spotted in Lagos, Ibadan, Port Harcourt, Abuja, and Enugu.

The theme of this year’s celebration, “Inspire Inclusion”, was reflected in a conscious effort by Amstel Malta to steer the narrative towards recognising and celebrating the achievements of women.

In a society where gender disparities persist, campaigns that actively work towards inclusivity and equality are a breath of fresh air. The brand’s choice to spotlight women from various sectors; media, interior design, tech, arts and entertainment, climate and environment, fashion and beauty, fitness, business and food, sends a powerful message:

women’s contributions are diverse, vital and deserve acknowledgement.
Representation matters, and Amstel Malta’s campaign is a powerful step towards dismantling stereotypes and inspiring a new generation of women to aspire to greatness. When young girls and aspiring professionals witness women from their communities and fields displayed prominently on billboards, it sends a powerful message that their dreams and ambitions are valid and achievable. They understand that gender is no longer a barrier to success.

Moreover, the campaign sets a precedent for other brands to follow. In an era where consumers are increasingly conscious of a brand’s values and contributions to society, aligning with causes that promote inclusivity and gender equality should be embraced. More brands need to take a page from Amstel Malta’s book and find creative ways to celebrate inclusion as we work hard to dismantle the barriers that hinder progress towards a more inclusive society. Amstel Malta’s campaign may be a blueprint, but driving positive change should be the collective direction.