International Women’s Day on Thursday is intended to celebrate women’s cultural and economic achievements and call for more gender parity. But as the calendar turns to March 8, it’s also time for the corporate pile-on of feel-good ads and product rollouts as brands rush to chime in on the pro-woman conversation. 
 
 Mattel on Tuesday unveiled 17 new “role model” Barbies for the occasion, honoring female icons such as Amelia Earhart and NASA mathematician Katherine Johnson. Modern-day figures like Wonder Woman director Patty Jenkins and Olympic snowboarder Chloe Kim also got their own lookalike dolls. 
 
 During the Oscars on Sunday, Nike aired a new ad starring Serena Williams that commemorated International Women’s Day. In the commercial, the tennis star says she’s been criticized as not “the right kind of woman,” but has learned that “there’s no wrong way to be a woman.” 
 
 Read More: Why You Should Wear Purple on International Women’s Day 
 
 Uber released a video in Asian markets that seeks to disprove myths about female drivers there, and Facebook has designed IWD-themed cards, photo frames, and backgrounds to adorn text posts by users on mobile devices. 
 
 In a wackier stunt, a California McDonald’s location is turning its trademark golden arches upside-down so what is normally an M becomes a W for women. 
 
 The history of International Women’s Day stretches back more than a century, but supporting it in 2018 may feel especially urgent for brands, as it’s the first IWD since the #MeToo movement went viral, prompting a much-needed reevaluation of how corporate America, Hollywood, and the media treat female employees. But even in the current climate, where the public seems especially receptive to messages of female empowerment, brands must tread carefully. There was criticism, for instance, that Mattel’s ‘role model’ Barbies appear to fit the doll’s trademark silhouette and the McDonald’s W was panned by some on social media as an empty, odd symbol. 
 
 Great job, feminism — we did it!!! pic.twitter.com/6ICfQbYuop — Lauren Duca (@laurenduca) March 7, 2018 
 
 The ongoing #MeToo and Time’s Up movements may make it seem like celebrating IWD is a no-brainer for brands, but in fact, the campaigns against sexual harassment and sexism have raised the bar, says Erin Keeley, CMO at Mono, an ad agency. 
 
 Messaging like the Nike ad is “motivational,” Keeley says. Such ads “make you feel good; they are a positive message,” she says. “You hate to say that you don’t want brands to do that.” But the dialogue around women’s equality seems to be “turning a corner,” she says, where awareness and inspiration aren’t enough. The conversation has moved on to action; into “what happens next,” she says. 
 
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 That’s a harder mission for brands, but Keeley says Getty Images seemed to pull it off during International Women’s Day 2017, when it announced that it was launching a female-focused sports photography internship with the goal of adding more diversity to the field and contributing “to a more positive portrayal of sportswomen in the media.” 
 
 In that same vein, commentators commended Frances McDormand for including in her Oscars acceptance speech an actionable step—demanding an inclusion rider—that actors could take to change the industry; she went beyond just girl-power cheerleading. 
 
 Read More: See Photos of the Women’s Rights Movement Dating Back 100 Years 
 
 The IWD conversation is also one that not every brand has to join. Tapping into IWD makes sense “if your brand is about progress; if it’s aligned with what’s happening that day,” Keeley says. 
 
 But even for those companies, IWD can be a prickly occasion to celebrate. 
 
 Liquor company Diageo tried to promote the progressive history of its Johnnie Walker brand in late February when it introduced its limited edition “Jane Walker” scotch whisky, its traditional Johnny Walker bottle with a female iteration of the brand’s Striding Man logo. Sale of Jane Walker is tied to Women’s History Month and International Women’s Day. In introducing the new bottle, the company touted the near equal gender make-up of its expert blenders and the women in its leadership ranks. “Women have played a significant role in the brand’s history dating back to 1893,” the company said in a release. But a quote by the brand’s vice president—“Scotch as a category is seen as particularly intimidating by women”—riled critics, including late-night host Stephen Colbert, who gave it the monologue treatment: “They changed the name to Jane Walker with a lady version of the mascot. Female drinkers everywhere will say, ‘Finally, a brand that’s condescending to me.'” ||||| If you’ve visited Google, you’ll know that Wednesday’s Doodle honors International Women’s Day! 
 
 The Google Doodle, which can be viewed around the world, is an interactive feature on the website’s homepage that features stories from “everyday women,” including 12 female artists of varying backgrounds to celebrate women’s social, economic, and political achievements as well as to address gender equality. 
 
 International Women’s Day was founded more than a century ago after more than 15,000 women marched in New York City to demand better working conditions and voting rights. 
 
 This year, the company collaborated with Tunalaya Dunn, Kaveri Gopalakrishnan, Anna Haifisch, Isuri, Saffa Khan, Laerte, Estelí Meza, Karabo Poppy Moletsane, Philippa Rice, Francesca Sanna, Chihiro Takeuchi and Tillie Walden to mark International Women’s Day 2018, which is officially celebrated on March 8. 
 
 In addition, their inspiring messages have been translated into more than 80 languages. 
 
 It's officially #IWD2018 in the 🌎🌍🌏! Explore stories from women all over the globe in today's #GoogleDoodle & share yours using #HerStoryOurStory! → https://t.co/ydJboV47yJ pic.twitter.com/FBNpCPtMK8 — Google Doodles (@GoogleDoodles) March 7, 2018 
 
 And you too can contribute to International Women’s Day as Google is encouraging ladies from all over to share their own stories using the hashtag #HerStoryOurStory. 
 
 “We invite storytellers of all kinds to join us by posting their own personal stories about a moment, person, or event that has impacted their lives as women,” the company shared. 
 
 Google isn’t the only brand to announce initiatives in celebration of International Women’s Day. 
 
 This #InternationalWomensDay, we are honoring more female role models than ever before. Introducing the largest addition to our Sheroes line to date – meet our new Global Sheroes. Share your role models with us to help inspire more girls using #MoreRoleModels. #IWD2018 pic.twitter.com/NBwxxgDAXg — Barbie (@Barbie) March 7, 2018 
 
 Mattel and Barbie released a new collection of history-making dolls by debuting the immortalized versions of Olympic snowboarder Chloe Kim, Bindi Irwin and Wonder Woman director Patty Jenkins. 
 
 In addition, fast food conglomerate McDonald’s flipped its iconic golden arches upside down from an “M” to a “W” in “celebration of women everywhere,” according to Business Insider. A Lynwood, California, location turned the sign specifically for International Women’s Day. McDonald’s also stated it will turn its logo upside down on all its digital channels, such as Twitter and Instagram, on Thursday. ||||| McDonald's is celebrating International Women's Day with a big, gleaming W. 
 
 "For the first time in our brand history, we flipped our iconic arches," said McDonald's Chief Diversity Officer Wendy Lewis. 
 
 The giant arches were physically flipped at one California restaurant. On Thursday, International Women's Day, upside-down arches replaced right-side-up arches across McDonald's digital channels. 
 
 Lewis said McDonald's is flipping its logo "in honor of the extraordinary accomplishments of women everywhere." 
 
 Related: Why companies are embracing International Women's Day 
 
 The upside down signage was put up outside a restaurant outside Los Angeles, in Lynwood, California. Mayor José Luis Solache took note in an Instagram post. 
 
 The restaurant chain will also mark the occasion at another 100 US locations, where McDonald's (MCD) employees will wear special hats and shirts. 
 
 In recent years, companies have started using International Women's Day to broadcast their views on gender equality. 
 
 "International Women's day is a perfect opportunity for brands to talk about their commitment to empowerment," said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management. 
 
 Related: McDonald's is taking cheeseburgers out of the Happy Meal 
 
 "It's a perfect venue to get out there and enhance your brand perception," he said. 
 
 In a statement, McDonald's said that 6 out of 10 managers of US restaurants are women. 
 
 "We have a long history of supporting women in the workplace," the company added. 
 
 Brands may also be eager to replicate the success of others, Calkins said. 
 
 "When companies see high-profile campaigns that get some traction and get some discussion, they are very quick to jump on the bandwagon." 
 
 Related: McDonald's is going green 
 
 One example of a particularly successful campaign is the "Fearless Girl," sculpture, which was installed across the "Charging Bull," in New York City by State Street ahead of International Women's Day last year. 
 
 The statue was designed by the financial services company and the advertising firm McCann to call attention to State Street's efforts to improve gender diversity on corporate boards. But it soon took on a life of its own. ||||| NEW YORK (Reuters) - As many American women prepare to draw attention to their role in the workplace, a Wall Street firm on Tuesday put up a statue of a girl in front of Lower Manhattan’s well-known bronze charging bull, as if to fearlessly stare it down. 
 
 A statue of a girl facing the Wall St. Bull is seen, as part of a campaign by U.S. fund manager State Street to push companies to put women on their boards, in the financial district in New York, U.S., March 7, 2017. REUTERS/Brendan McDermid 
 
 Placing the diminutive, grade school-aged girl in front of the massive bull on the eve of International Women’s Day was a way of calling attention to the lack of gender diversity on corporate boards and the pay gap of women working in financial services, a spokeswoman for State Street Global Advisors said. 
 
 “A lot of people talk about gender diversity, but we really felt we had to take it to a broader level,” said Anne McNally, whose firm is an investment management subsidiary of State Street Corp (STT.N). 
 
 In conjunction with International Women's Day on Wednesday, many American women are planning to stay home from work, which has led some schools to cancel classes. 
 
 Graphiq ID: 5ftWYzmzk7X 
 
 Organizers asked women who cannot afford to miss a day of work to limit their shopping to female-owned businesses or to wear red. 
 
 Although women have made some headway against the glass ceiling, State Street said one out of four of the companies that make up the Russell 3000 Index still have no female representation on their boards. 
 
 “Today, we are calling on companies to take concrete steps to increase gender diversity on their boards, and have issued clear guidance to help them begin to take action,” State Street Global Advisors CEO Ron O’Hanley said in a statement. 
 
 Much the same as the charging bull, the little bronze girl by artist Kristen Visbal was put up in the wee hours of the morning as “guerilla art,” McNally said. But, unlike the bull, the firm discussed it with the city beforehand so that it could remain at least temporarily. 
 
 “We’re actively pursuing that it stays for a month,” she said. “If the city decides that it should stay in perpetuity, we’re absolutely on board with that.” 
 
 The bull, sculpted by Italian-born artist Arturo Di Modica, was initially taken down after he quietly placed it in front of the New York Stock Exchange in December 1989. But it was later given a permanent home, about a five-minute walk away on Broadway, in response to public support. 
 
 (This version of the story was refiled to fix typographical errors in paragraphs 4, 9) ||||| CLOSE A Los Angeles area McDonald's celebrated International Women's Day by flipping its big M sign upside down a big W. Jefferson Graham reports from Lynwood, California. USA TODAY 
 
 The Golden Arches sign outside the McDonald's restaurant Patricia Williams owns in Lynwood, Calif., is upside down in honor of International Women's Day on Thursday. (Photo: McDonald's) 
 
 Don't flip out when you see McDonald's golden arches Thursday. They've been flipped. 
 
 In honor of International Women's Day, the fast food giant is turning its iconic golden arches upside down on its digital channels, some of its packaging and at least one U.S. restaurant. When upturned, what is normally an M for McDonald's becomes a W for women. 
 
 The McDonald's golden arches on a poster hanging in the Lynwood, Calif., restaurant are flipped over in honor of International Women's Day. (Photo: Jefferson Graham) 
 
 The sign is outside the McDonald's in Lynwood, Calif., owned by Patricia Williams for three decades. 
 
 Williams "has since encouraged her two daughters, Kerri Harper-Howie and Nicole Enearu, to work with her. Patricia, Kerri and Nicole represent the hardworking and dedicated women we have in our system," the Oak Brook, Ill-based fast food company said, explaining why Williams' location was selected for the upside-down sign. 
 
 More: KFC replaces iconic Col. Sanders with his wife for International Women's Day 
 
 More: International Women's Day 2018 theme is #PressforProgress 
 
 More: These are the 10 best and worst states for women 
 
 Six out of 10 of its restaurant managers are women, according to McDonald's. 
 
 The company built a new sign featuring the flipped golden arches for the Southern California restaurant, removed the existing sign and then installed the new one, the chain explained. 
 
 CLOSE The day that unites women globally. Time 
 
 Dozens of other locations will have special packaging, including fry boxes, cold cups and bags, and the inverted Golden Arches on employees' hats and T-shirts. 
 
 The McDonald's golden arches logo on a Lynwood, Calif., restaurant worker's shirt is flipped over in honor of International Women's Day. (Photo: Jefferson Graham) 
 
 The upside-down look "in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” the burger chain's Chief Diversity Officer Wendy Lewis said in a statement. “From restaurant crew and management to our C-suite of senior leadership, women play invaluable roles at all levels and together with our independent franchise owners. We’re committed to their success.” 
 
 CLOSE Thousands of people took to the streets in London on Sunday to call for gender equality in an event organized by the charity Care International to mark International Women's Day on March 8th. (March 4) AP 
 
 This year, companies from Mattel to Johnnie Walker are marking International Women's Day or Women's History Month, which is March. 
 
 More: International Women's Day poll shows half think sexual harassment reports are ignored 
 
 More: Johnnie Walker whiskey puts Jane Walker on limited edition Black Label 
 
 "Everyone is doing it, so they want to jump on board," said Denise Sutton, an assistant professor of marketing at the New York City College of Technology. "At the same time, when I see something like that, it's nice for International Women's Day, but what is McDonald's doing the other days of the year? How are they promoting and appreciating women on other days?" 
 
 The sign normally in front of the Lynwood, Calif., McDonald's was taken down and replaced with an upside-down version of the golden arches in honor of International Women's Day. (Photo: Jefferson Graham) 
 
 There are three women on its 12-person board of directors and three women among the fast-food chain's top-ranking 10 corporate executives, according to the company website. The seven-person U.S. leadership team includes three women. 
 
 McDonald's stock closed at $152.38, up $1.18 or 0.78%, on Wednesday. 
 
 Follow USA TODAY reporter Zlati Meyer on Twitter: @ZlatiMeyer 
 
 Read or Share this story: https://usat.ly/2oVUQrm ||||| Pedestrians in lower Manhattan had a new piece of branded art to ponder on Tuesday morning, as McCann New York and client State Street Global Advisors conspired in the middle of the night to drop a remarkable statue in Bowling Green Park of a girl facing off against the famous Wall Street Charging Bull. 
 
 The stunt, timed to International Women’s Day on Wednesday, is meant to symbolize the power of women in leadership. More specifically, it’s part of a campaign by SSGA to emphasize that companies with women in top positions perform better financially. 
 
 The sculpture, titled “The Fearless Girl,” was made by Kristen Visbal and photographed by Federica Valabrega. The guerrilla aspect of the placement is in keeping with the Charging Bull itself, which was installed without permission by artist Arturo Di Modica in 1989. It was meant to be a symbol of the strength and power of the American people following the stock-market crash of 1987. Residents fell in love with it, and the city allowed it to remain. 
 
 McCann did get a permit for the girl statue. It will be up for at least a week, says the agency, which is negotiating with the city for it to become part of the art program so she can stay longer. 
 
 The new campaign also calls on more than 3,500 companies—the ones that SSGA invests in on behalf of clients—to take steps to increase the number of women on their corporate boards. 
 
 “We believe good corporate governance is a function of strong, effective and independent board leadership,” Ron O’Hanley, president and chief executive officer of SSGA, said in a statement. “A key contributor to effective independent board leadership is diversity of thought, which requires directors with different skills, backgrounds and expertise. Today, we are calling on companies to take concrete steps to increase gender diversity on their boards and have issued clear guidance to help them begin to take action.” 
 
 O’Hanley will detail the guidance today in a keynote speech at the Corporate Governance Symposium hosted by the University of Delaware’s Weinberg Center for Corporate Governance. 
 
 An MSCI study suggested companies with strong female leadership generated a return on equity of 10.1 percent per year, versus 7.4 percent for those without a critical mass of women at the top, SSGA said. Yet one in four Russell 3000 companies don’t have even one woman on their board, and nearly 60 percent of boards are less than 15 percent women. 
 
 CREDITS 
 
 Client: State Street Global Advisors 
 
 Agency: McCann NY 
 
 Eric Silver: North American Chief Creative Officer 
 
 Joyce King Thomas: Chief Creative Officer 
 
 Devika Bulchandani: Managing Director 
 
 Tom Murphy: Co-Chief Creative Officer 
 
 Sean Bryan: Co-Chief Creative Officer 
 
 Lizzie Wilson: Sr. Art Director 
 
 Tali Gumbiner: Sr. Copywriter 
 
 Nathy Aviram: Chief Production Officer 
 
 Christine Lane: Executive Producer, Innovation 
 
 Deb Archambault: Senior Integrated Producer 
 
 George Katz: Design Director 
 
 David Mashburn: Design Director 
 
 David Broad: Head of Communications Strategy 
 
 Gemma Craven: Director of Social and Mobile 
 
 Kevin Kim: Strategy Director 
 
 Peter Bracegirdle: Executive Account Director 
 
 Molly Vossler: Account Supervisor 
 
 Doug Harrison: Junior Producer 
 
 Steven Marchione: Senior Project Manager 
 
 Jeremy Miller: Chief Communications Officer 
 
 Neena Koyen: Brand Communications Director 
 
 Nathan Troester: Senior Editor 
 
 Brett Berman: Maker 
 
 Eric Perini: Maker 
 
 Eric Johnson: Executive Music Producer 
 
 Dan Gross: Music Producer 
 
 Artist 
 
 Kristen Visbal: Visbal Sculpture, Inc. 
 
 Production Company 
 
 Bryan Roberts: Owner, Traction Creative 
 
 Stuart Weissman: Owner, SWP 
 
 Photography 
 
 Federica Valabrega: Photographer 
 
 Jack Shanahan: DP 
 
 Jeff Clanet: AC 
 
 Kris Chu: Retoucher 
 
 Music 
 
 COPILOT Music + Sound
– Thursday is International Women's Day, an annual event getting more attention than usual in 2018 because it's the first in the wake of the #MeToo movement. As expected, brands (including McDonald's) are looking to capitalize, though critics are calling out examples of perceived misfires. Here's a look at what's going on in the US and around the world: Obituaries: One of the more interesting efforts comes from the New York Times, which acknowledges that it has focused too much on men in its obituaries over the years. A new project, "Overlooked," seeks to correct that by catching up on obits that should have been done but weren't. Subjects now getting their due include poet Sylvia Plath, anti-lynching crusader Ida B. Wells, and Jane Eyre author Charlotte Bronte. Branding: At the Financial Times, Kate Allen thinks the move by McDonald's to flip its arches into a W is "possibly the most superficial approach to gender politics in the universe." Nor is she a fan of the stunt by French newspaper Liberation to charge male readers more on Thursday. "There are various ways to highlight the gender pay gap, but this is a vastly oversimplified one to pick." Branding, II: Fortune looks at other corporate efforts, including Mattel's "role model" Barbies, also being panned. The problem for companies is that sloganeering is no longer enough, writes Claire Zillman. Google is also in on the day with its interactive Google Doodle, which invites women to share their own stories, notes People.