Microsoft tells women’s stories

The tech company unveiled a giant black and white portrait of strong female leaders as part of a social media campaign.
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Microsoft Canada and Veritas have launched a PR and social campaign in honour of International Women’s Day this Saturday.

Kicked off last night in Toronto, the brand unveiled a giant canvas portrait of 10 women of leadership, paired with senior members of the Microsoft Canada team. The black and white compilation was on display last night at the Spoke club.

Much like the advertising industry, the technology space has been lamented over the past few years for its lack of female leaders in senior roles, with big brands like Google undertaking ambitious programs to encourage more women to join senior ranks.

Spearheaded by Chitra Anand, head of PR, the art will also live on a microsite where the women’s stories are delved into a bit deeper. The brand wove in details about how they use Microsoft products in their day-to-day lives, and look at how technology enables to them to pursue their passions.

The push was two-fold, Anand says, allowing the brand to both show off its gender-balanced senior team (she says half of senior leaders are women, including the president of the Canadian computer co, with plans to increase that number further), and highlight stories of strong female role models.

Some of the women include entrepreneurs, social innovators and philanthropists, including Sarah Prevette, co-founder and managing partner, Brand Project; Erin Bury, managing director, 88 Creative and Kaela Bree, CEO, X Movement.

The push officially started a month ago when the brand took to social media with a call to action, hunting for the ladies and encouraging conversation around women in leadership roles.

Now that the portrait is live, a bigger social push will follow to drive to the microsite.

“We all have stories and we need to give each other the opportunity and the platform to tell them,” Anand says. “I’d love to blow this out into a greater campaign to make it ongoing so it’s not just specific to International Women’s Day.”