Borusan Group’s message of solidarity and courage on March 8: “We’re Doing Well, Girls”

For International Women’s Day on March 8, Borusan Group has released a striking promotional film highlighting how long-standing stereotypes have been broken down over time as a result of the ongoing struggle for gender equality.

With its campaign film created specifically for International Women’s Day on March 8, Borusan Group draws attention to the gender stereotypes and biases broken down through women’s sustained and determined struggle over the years. Titled “We’re Doing Well, Girls,” the film conveys to viewers the progress women have achieved across many areas — from working life to social life — by contrasting the rigid judgments of the past with today’s changing reality.

The film highlights how the once-startling figure of the “woman working in the field” has today been replaced by women taking on critical roles at construction sites, in offices, and across every area of life. It also features scenes depicting the shift from a time when breastfeeding in public was viewed as strange and childcare and housework were considered solely a woman’s responsibility, to a new era of equal parenting in which fathers also share responsibility. The film portrays a range of profiles, from young women going abroad for graduate studies to women growing their own businesses.

The film reinforces this social transformation with concrete data drawn from the “November 25 International Day for the Elimination of Violence against Women / Gender-Based Violence: Report on Changes in Perception and Attitudes” conducted by Borusan Holding in partnership with KONDA. According to the statistics featured in the film, the belief that “women, by nature, cannot be good managers” declined by 13%, while the bias that “a woman’s primary duty is to manage the household and raise children” declined by 9%. The data also shows that, as a result of this shift in mindset, the overall rate of working women increased by 10%.

 

Despite these figures and tangible achievements, the film avoids painting an overly rosy picture and maintains a realistic tone throughout. In its closing moments, it acknowledges that things are not yet perfect and that there is still a long way to go to fully achieve gender equality. The film ends with Borusan’s motto “Diverse. Equal. Inclusive.” alongside its powerful closing message of courage and hope for women: “We’re doing well, girls.”

 

To view the “November 25 International Day for the Elimination of Violence against Women / Gender-Based Violence: Report on Changes in Perception and Attitudes”: https://www.borusan.com/Uploads/borusanczm20250120konda-25-kasim-algi-arastirmasi-iletisimi.pdf

Watch the film: https://youtu.be/rpdHGieUF3M

 

Credits
Advertiser: Borusan Holding
Advertiser Representatives: Nursel Ölmez Ateş, Dilek Özkan, Büşra Yılmaz Can, Betül Engez, Gamze Vanlı
Agency: Havas Engage
General Coordinator: Ali Barış İşcan, Ömer Çakallı
Copywriter: Bahadır Yılmaz
Art Director: Gizem Bölük
Social Media Manager: Zeynep İrem Kılınç
Production: Melies Film
PR Agency: Ogilvy