Levi's: I Shape My World

Insight

People tend to lead with female labels and descriptors when referring to women’s titles and achievements: “female activist”, “female director”, “female driver”.

It’s true that women bring a unique perspective to any table they sit at. However, more focus needs to be on the incredible skills and talents that got them there.

Idea

In line with International Women’s Day, Levi’s I Shape My World is an ongoing global initiative that celebrates achievements, taking a stand to discourage the use of gender labels.

The work includes a series of sharable online content featuring stories of real women. Levi’s teams all over the world have localised the message in their respective markets and ignited local participation through social media, events, and a universal hashtag #IShapeMyWorld.

Impact

Levi’s teams worldwide have seized the chance to introduce the conversation at a local level, further amplifying and expanding the reach and scale.

The use of the #IShapeMyWorld hashtag has resulted in global awareness and an outpouring of responses. Together, we are setting a behaviour change in motion to bring women everywhere full recognition deserved – no qualifiers, no exceptions.