International Women’s Day
We are still living in an unequal world, but together we can #BreakTheBias and move towards a more gender equal world. This collaborative digital marketing campaign highlights the women of tentree who are blazing trails and bringing us towards a better future. The unique illustrations are a representation of the diverse group of women making big change near and far. To learn more, visit tentree.ca.
Breaking the Bias
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Breaking the Bias
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Breaking the Bias 〰️ Breaking the Bias 〰️
Brief
tentree set out to create an International Women’s Day campaign that went beyond a one-off celebration by highlighting the real women driving change within the company and beyond. The goal was to have a campaign that demonstrated genuine allyship and challenged bias and position tentree as a brand committed to gender equity and inclusion across its community.
Concept
The campaign brought the women of tentree front and center—sharing personal reflections from team members advancing sustainability and shaping the company’s impact. Paired with diverse yet faceless illustrations, the visuals allowed audiences to see themselves in the campaign, creating an uplifting and relatable experience that fostered connection and celebrated women’s strength and resilience both within tentree and beyond.
Solution
Through digital content featuring interviews and portraits of tentree’s women leaders, the campaign fostered meaningful engagement and connection. It extended beyond social storytelling with a company-wide Lunch & Learn on gender inequality and a spotlight on Free to Run—reinforcing that gender equality is a lived commitment rooted in real stories of leadership and change.
This was a collaborative team project involving the following tentree departments: marketing & copywriting, content. My role was to brief and concept the campaign messaging, creative and photography direction as well as create the marketing assets.