WOMEN MAKING WAVES - THE BEST OF THE BOLD MARCH 2021 - Boldspace
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THE BEST OF THE BOLD 1
MARCH 2021
WOMEN MAKING WAVES
Best of the Bold 2
We’re delighted to bring you a special
edition of Making Waves, this edition
featuring the top innovations, ideas,
campaigns and brands that have been
recently led by women.
01 → 02 → 03 → 04 → 05 →
PLATFORMING CLICK AND BEAUTY GOALS AI IN THE HOME PERIOD POWER
BLACK CULTURE DONATE
06 → 07 → 08 → 09 → 10 →
TAKING UP SPACE #BYOB BRINGING BACK WOMEN IN FILM UNBROKEN
DISPOSABLES CONNECTION
Diving Into the Data 3
At Boldspace, we track the most With International Women’s Day marking our calendars
each year, and March being Women’s History Month
interesting, relevant and current topics across the globe, this edition of Making Waves is dedicated
to highlighting the show-stopping ideas, campaigns and
that are moving and shaking global innovations that have caught our eye and were led by
women. From media apps for communities of colour, ethical
markets, so that we can overlay the advertising, self-love campaigns and beauty products –
most recent data on the issues that there have been some incredible wave-making women that
deserve some serious recognition.
matter to a client’s specific positioning
Scroll on to explore the tracked topics and trends we’ve
and communications. uncovered, and get a glimpse of the top 10 ideas, brands,
campaigns or innovations that sparked our interest during
the last month.
3D printing Disinformation / fake news P Payments / payment technology
4
5G Diversity Personal debt
A Advanced therapeutics E Ecological collapse Plastics
Ageing population Electric vehicles Poverty
Antibiotic resistance Ethics and trust Privacy / data protection
Artificial intelligence ESG Q Quantum computing
Assistive technology Exoskeletons R Recycling/re-engineering
Augmented reality F Famine Robotics
Automation Fast fashion S Savings crisis
B Big data Fintech Self-driving vehicles
Biometrics Food security Smart cities
Blockchain Future of work Smart fashion
C Circular economy G Gender equality Smart home
Clean energy Gesture-based computing Solar cell technology
Climate change H Healthtech Space tourism
Cloud computing Hydrogen T Tech for good
Corporate governance I Inclusion Trade wars / protectionism
COVID-19 Internet of Things V Vaccine
Cryptocurrency L Li-Fi Vertical farms
Cultured meat N Nanobots Voice
Cybersecurity Net Zero W Wearables
D Decarbonisation O Organ-on-a-chip
The Topics We Track Deforestation Overpopulation
What’s Making Waves? 5
Making Waves is brought to you each month to showcase not only the top 10 TABLE 1: TOPIC RANKING FLUCTUATIONS BETWEEN FEBRUARY AND JANUARY
ideas, brands, campaigns and innovations that have stopped us in our tracks,
RANKING DIFFERENCE
but to also offer a glimpse into how the topics we track are faring in the FEBRUARY RANKING
(FEB - JAN 2021)
TOPICS
media and online – topics that we believe are critical for our future. 1 0 COVID-19
2 0 Vaccine
We live in turbulent times, with social issues affecting all parts of the world. 3 5 Cryptocurrency
Mentions of social issues have seen an overall increase in the last month, 4 -1 Climate change
a trend now extending to the workplace, with a doubling in mentions of 5 0 Poverty
diversity in the workplace in that time. So will the noise being made via 6 -2 5G
headlines and on social media have a positive impact on businesses and 7 -1 Blockchain
politicians? 8 2 Cybersecurity
9 -2 Inclusion
Time (and our topics tracker) will tell. 10 1 Artificial Intelligence
11 -2 Automation
12 0 Decarbonisation
13 0 Data Protection
14 5 Diversity in the workplace
15 -1 Recycling / re-engineering
16 -1 Cloud computing
17 -1 Electric vehicles
18 0 Ecological collapse
19 1 Business ethics
20 -3 Internet of Things
What’s Making Waves? 6
From AI to ethics to gender equality, what have been the most talked about topics that have been
dominating news feeds, headlines and TV screens over the last month?
GRAPH 1 → LEADING THE PACK : THE TOP 5 GRAPH 2 → THE REST OF THE TOP 20 No. of articles in February
No. of social mentions in February
FEBRUARY
40.000.000 2.500.000
2.000.000
30.000.000
1.500.000
20.000.000
1.000.000
10.000.000
500.000
0 0
Decarbonisation
Data protection
COVID-19
Diversity in the worlplace
Cloud computing
Electric vehicles
Business ethics
Internet of Things
Vaccine
Cryptocurrency
Climate change
Poverty
5G
Blockchain
Cybersecurity
Inclusion
Automation
Recycling/re-engineering
Ecological collapse
Artificial intelligence
01 → PLATFORMING BLACK CULTURE 7
The platform for black millennials.
Blavity, which provides an online space for the voices of black
millennials, continues to gain popularity and break the mould.
The digital media company, originally set up by Morgan DeBaun,
has built a series of platforms to inform, entertain and engage
communities of colour, with the seven portfolio brands reaching over
30 million millennials per month.
In an era where algorithms dictate your news feeds, Blavity provides
a powerful, much-needed voice for social and political commentary,
viral culture and a platform for creators and innovators to display
their work.
LEARN MORE: BLAVITY
MORGAN DEBAUN
CAMPAIGN INNOVATION IDEA
02 → CLICK AND DONATE 8
Ads for good.
Good-Loop, founded by Amy Williams and Daniel Winterstein, is an
ethical and transparent online advertising platform which builds and
distributes ‘ethical ad formats’ onto premium websites and social
platforms. The system works by allowing users to engage with an ad,
which unlocks a free donation funded by the advertiser.
Having raised over half a million pounds so far for partner charities,
we sure do like the sound of this model.
LEARN MORE: ADS FOR GOOD
AMY WILLIAMS
CAMPAIGN INNOVATION IDEA
03 → BEAUTY GOALS 9
Pull Up or Shut Up.
In the wake of the Black Lives Matter movement last year, founder
and CEO of UOMA Beauty, Sharon Chuter, was determined to
dismantle ally confusion in the beauty industry with the launch of
‘Pull Up or Shut Up’.
The 72-hour campaign asked beauty brands to release the exact
number of black employees at their companies, with the social call-
to-action gaining online momentum immediately. By the end of the
72-hours, dozens of major brands including Glossier, L’Oreal and Ulta
Beauty had posted their figures and pledged to improve their black
representation.
This is what we call real beauty goals.
LEARN MORE: PULL UP
SHARON CHUTER
CAMPAIGN INNOVATION IDEA
04 → AI IN THE HOME 10
Improving home atmosphere
brick by brick.
Millions of homeowners in the UK struggle with poor insulation,
damp and high energy bills. AirEx, run by Agnes Czako, has
developed a retrofit smart ventilation control system that regulates
the airflow via ‘air-bricks’.
So how does it work? Sensors measure temperature, humidity
and air quality, and smart algorithms facilitate automatic air flow
management while considering the surrounding air quality data
and weather. AirEx opens to reduce underfloor humidity and
closes to reduce heat loss and improve your comfort, all without
compromising on air quality in the home.
Is AI the future of home ventilation regulation?
LEARN MORE: AI VENTILATION
AGNES CZAKO
CAMPAIGN INNOVATION IDEA05 → PERIOD POWER 11
Tell The Whole Bloody Truth.
Co-Founded by Ewa Radziwon, Callaly, the innovative period care
brand launched a campaign last year to tell the unfiltered stories
from menstruators. This includes calling upon the industry to hold
overdue conversations about menstruation and personal identity,
thus recognising that not only cisgender women have periods.
The campaign, titled ‘Tell The Whole Bloody Truth’, told the story
of 13 people who menstruate – coming from people of a range of
genders, ethnicities, disabilities, as well as women who generally felt
unrepresented by the media’s homogenised depiction of women in
period advertising.
LEARN MORE: BREAKING PERIOD STIGMAS
EWA RADZIWON
CAMPAIGN INNOVATION IDEA06 → TAKING UP SPACE 12
We don’t live our lives in 2D…
… so why are our designs and ideas so often conveyed in it?
Gravity Sketch is an intuitive 3D design platform that allows
individuals or teams to express their ideas in real-time, at any scale,
using virtual reality software. It was Co-Founded by Daniela Paredes
Fuentes, who currently works as the company’s Chief Experience
Officer.
The software supports both Oculus Quest and PC VR headsets,
allowing for cross disciplinary teams to create, collaborate and
evaluate in a completely innovative way using a wide variety of
digital tools in Virtual Reality and supporting tablet applications.
You probably think in 3D, and now you can create in it too.
LEARN MORE: DREAMS INTO DESIGNS
DANIELA PAREDES
CAMPAIGN INNOVATION IDEA07 → #BYOB 13
Promoting self-love this Galentine’s Day.
Canned wine brand, Babe, launched a successful #BEYOUROWNBABE
Valentine’s Day campaign in February that put the emphasis on self-
love rather than significant others in support of Galentine’s Day (the day
coined from TV show Parks and Recreation in celebration of platonic
female friendships).
#BEYOUROWNBABE encouraged Londoners to enjoy ‘self-love
moments’ such as daring ‘fellow babes’ to like their own Instagram post
– the ultimate social media taboo.
Whilst founded in the US, BABE was launched in the UK in 2019 by
Kendra Kuppin, and with many friends and lovers unable to celebrate
Valentine’s (and Galentine’s) Day in person this year, the women of
Boldspace hope that #BEYOUROWNBABE Day sticks around for years
to come.
LEARN MORE: #BEYOUROWNBABE DAY
KENDRA KUPPIN
CAMPAIGN INNOVATION IDEA08 → BRINGING BACK DISPOSABLES 14
The new yet retro Instagram.
The latest brand creating a buzz in techland is Dispo, a photo-sharing
app that’s being pegged as Instagram’s next big threat. Dispo seeks
to emulate the experience of using a disposable camera, evoking the
same sense of nostalgia and anticipation by allowing users to only
view the photos they have taken the morning after. No in-the-moment
edits, no captions, no deleting then and there.
Lead Designer Briana Hokanson, a member of Dispo’s founding team,
said the app has been “designed intentionally as community-first”,
and has talked about Dispo as a reaction to “unbearably hostile, toxic
and anxiety-inducing” social media.
LEARN MORE: THE FUTURE OF PHOTO SHARING?
BRIANA HOKANSON
CAMPAIGN INNOVATION IDEA09 → WOMEN IN FILM 15
Measuring the representation of
women in fiction.
February marked LGBT History Month, and to celebrate the
occasion, LGBT+ news site, Openly, shed light on the origins of
‘The Bechdel Test’, which measures the representation of women in
fiction.
The ‘Bechdel Test’ first appeared in a comic called ‘The Rule’ in
1985 in a strip by cartoonist Alison Bechdel. Though talked about in
feminist circles for years, the 2010s saw its true uptake in popular
culture.
Does your favourite film pass the Bechdel test?
LEARN MORE: HAS REPRESENTATION PROGRESSED?
ALISON BECHDEL
CAMPAIGN INNOVATION IDEA10 → UNBROKEN CONNECTION 16
A timeless love story reimagined
for a modern world.
With so much of our human contact now being facilitated through
a screen, Virgin Media’s ‘Faster Brings Us Closer’ ad hits home. The
ad shows the story of two gamers who form a strong connection
through an online video game and ends with the fictional characters
enjoying a face-to-face video call, demonstrating the power of fast
and reliable Wi-Fi connection.
Virgin Media’s Executive Director of Brand & Marketing, Cilesta
Van Doorn, said: “In this increasingly digital era we’re living in,
relationships are blossoming in new and unexpected places.”
Move over Shakespeare.
LEARN MORE: HAPPILY EVER AVATAR
CILESTA VAN DOORN
CAMPAIGN INNOVATION IDEAboldspace.com 17
bold space
/bəʊld/speɪs/
noun
1. Winning territory in which to propel your brand,
uncovered by a Whole World Brand View™.
Only discoverable within our Whole World Brand View™, we
identify what we call the bold space: winning territory in which
to propel your brand through bold, innovative brand strategy
and communications. Our advanced, technology-enabled
methodology uncovers opportunities to drive engagement,
growth and reputation, giving our clients perpetual
Let’s work
competitive advantage.
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