The Economist IWD digital assets design, starting from the left is the house ad that goes on The Economist app, the second image is the paid social ad from Instagram story, the third one is another promo social ad
The Economist International Women's Day Campaign
Creative Direction: John Long
Art Direction: Stephen Petch
Copy: Ruth Azar
Design: Joey Chen, Laura Dirzyte
International Women’s Day campaign is a recurring campaign started in 2021 to celebrate the cultural, political and socioeconomic achievements of Women. Both years shared a related theme that aligns with The Economist brand mission, pursuit of progress. We worked closely with the Editorial team to highlight some of our best coverage of the lives of women around the world—from inspiring stories to reporting on political and economic inequalities. The 2021 campaign was featured as one of the best brand campaigns that ‘#ChooseToChallenge’ on The Drum.
2021 IWD hub landing page
2021 campaign concept – Press forward
Press forward, focuses on equality, inclusion, diversity and intersectionality. The visual concept uses women’s hair to symbolize their power and distinguish characters, and most importantly to represent the different identities coming together. As Ellen Johnson Sirleaf said “One women at the top can push harder, but unless you have enough women in the system to give the support, it can be a very difficult job. We must put women in all levels right across society.”
IWD house ad design that goes on The Economist website
2022 IWD hub landing page
2022 campaign concept – Future-building
Future-building, the concept references the lived experience of the featured activists, who are advocating for women’s right on education. The visual concept uses speech bubbles with women’s silhouette to highlight the importance of women’s perspective and representation. The circular motion of the speech bubbles coming together symbolize a safe platform for women to share their experience and as a way to amplify women’s voices.
2022 IWD social ad and email template design

Intro video for Youtube ad. Art direction: Joey Chen | Animation: Luke