Every year on March 8, brands launch “special discounts” for Women’s Day. We noticed something uncomfortable behind those campaigns: while products were being discounted, the real inequalities women face every day remained invisible.
Together with Elidor and Watsons, we transformed discount labels into data-driven statements exposing the barriers standing in front of women in Turkey — from education to employment and leadership representation.
Instead of celebrating consumption, the campaign redirected attention toward realities that are usually ignored. The project also supported young women’s education through scholarship contributions generated from product sales.
A Women’s Day campaign designed not to sell a moment, but to question it.
