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Corporations mark International Women's Day with female-centric campaigns

This product image released by Barbie shows dolls in the image of pilot Amelia Earhart, left, Mexican artist Frida Khalo and mathematician Katherine Johnson, part of the Inspiring Women doll line series being launched ahead of International Women’s Day
Barbie via AP
Multinational fast food chain McDonald’s flipped its iconic golden arches upside down to resemble a ‘W’

As women took to the streets to celebrate International Women's Day on Thursday, a number of corporations signaled their support for women's rights in uniquely-designed campaigns to mark women's contributions to society.

Multinational fast food chain McDonald’s flipped its iconic golden arches upside down to resemble a ‘W’ in a public acknowledgement of women everywhere.

In a statement, McDonald's chief diversity officer Wendy Lewis said, "In celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day on March 8 in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants."

"From restaurant crew and management to our C-suite of senior leadership, women play invaluable roles at all levels and together with our independent franchise owners we're committed to their success,” Lewis continued.

The logo was changed across all of the company’s social media channels and a selected 100 restaurants will have special “packaging, crew shirts and hats and bag stuffers,” reported CNBC news.

Other brands saluting International Women’s Day include Mattel’s ‘Barbie’, which released a line of role-model dolls to celebrate history-making women. The dolls represent inspiring women who have made lifelong contributions to the world including director of Wonder Woman, Patty Jenkins; the youngest woman to win an Olympic snowboard medal, Chloe Kim; British boxing champion, Nicola Adams, among a number of others.

“Girls have always been able to play out different roles and careers with Barbie and we are thrilled to shine a light on real life role models to remind them that they can be anything,” Lisa McKnight, senior vice president and general manager of Barbie said in a press release on Tuesday cited by the Huffington Post.

Meanwhile in France, readers of the left wing French daily Liberation newspaper were asked to pay 25 percent more for their publication on Thursday in a bid to redress the gender pay gap. In the front-page message the paper sought to raise awareness by informing its readers that French women earn approximately 25.7 percent less than men according to a 2017 report from an inequality watchdog.

"To highlight this injustice Liberation has decided to apply the same difference to its sale price for a day, meaning 50 cents more for men," it said, adding that profits from the operation would be donated to France's non-governmental Equality Observatory.

Liberation said it was inspired by Canadian monthly Maclean's, which charged men more for its March edition -- also to denounce the wage gap.

The Eiffel Tower also lit up in honor of women’s rights with the message “Maintenant On Agit” which translates into English as “Now We Act.” Culture Minister Francoise Nyssen and Paris’s Mayor Anne Hidalgo will address the crowd on Thursday together with members of a number of women’s rights organizations.


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