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How digital is spreading the women's rights message

We take a look at some of the digital campaigns around womens rights that have gone viral.

Women's day digital campaign

CAPE TOWN - Women make up half the world's population, but they still face serious challenges.

The pay gap looms large, they are more at risk of violence by those closest to them, and they still have to smash through a thick glass ceiling to reach the highest echelons of organised business.

The advent of the internet has prompted an explosion of sites and campaigns, aimed at amplifying women's voices.

Sites like feministing.com and everdayfeminism.com provide a platform for women to air their views, and be heard.

Advertisers are starting to cotton on to the power of female centric advertising too.

Nowhere is that trend more evident than in the Dove "You're more beautiful than you think" campaign.

Since its launch in 2013, it's garnered over 66 million views on YouTube.

The campaign sought to determine whether women see themselves less accurately than outsiders do.

Women hold an enormous amount of purchasing power, yet recent research conducted in the US, suggests more than 90% of women don't feel advertisers understand them.

Placement of traditional advertising tends to run along gender stereotyped lines: sell beer during sporting events, and feminine hygiene products during soap operas.

One campaign blew that notion out of the water, and became a viral sensation, garnering 59 million views on YouTube.

"Like a girl' ran during the US Superbowl final - the most hotly contested ad real estate in the US market.

The campaign received glowing reviews, so its makers decided to produce another one called "Unstoppable, which has reached over 35 million views.

The digital age is all about communication and sharing. It also allows anyone with an internet connection to become a social activist.

"Chime for change" creates awareness around education, health and justice for women.

Remember the "is this dress blue or black or white and gold" debate?

TheDress was seen by millions on social media platforms and The Salvation Army South Africa decided to jump on the band wagon with an anti-domestic violence campaign.


One in six women in South Africa are victims of abuse at home.

The opening up of the digital world has helped activists and advertisers carve out special spaces in a crowded and hotly contested market.

Some will go viral, some will fail dismally.

Let us know whether you think this kind of media works, and what your favourite women's empowerment campaigns are.