Alibaba launches ‘Watch Out For This Woman’ campaign to support women entrepreneurs

BBDO and Energy BBDO Shanghai have created a campaign that launched at Alibaba’s 2019 global conference on women and entrepreneurship – The World She Made – held on August 28 at Hangzhou.

Called ‘Watch Out For This Woman’, the campaign puts a positive spin on a line used to defame Anita Hill in her landmark 1991 sexual harassment case against US Supreme Court judge Clarence Thomas.

Apart from the event at Hangzhou, the campaign will also be showcased at Alibaba’s The World She Made conferences scheduled to be held in Sydney, Jakarta and Tokyo. The campaign includes a brand video and eight prints of different stories of women who defied convention.

These include diver Guo Jingjing; Alibaba’s general manager of artificial intelligence Qian Xue; Xu Yannan, who created clothing for plus-size women and Mariéme Jamme, who founded the iamtheCODE project, teaching one million African women programming, among others.The campaign acknowledges that on the Alibaba platform, nearly 50% of entrepreneurs are women. 

Speaking about the campaign BBDO Greater China CEO Tan Tze Kiat said: “BBDO is proud of the partnership we have formed with Alibaba, and we feel even more proud to be able to work on this important campaign. 

“Women have unique talents that are well suited to online entrepreneurship and we want to say a big congratulations to Alibaba for this thoughtful, important event, ushering in an era of powerful and memorable female entrepreneurship.”


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