• by Tanya Gazdik , March 9, 2022

Buick, Honda, Infiniti and Mini are among the many brands celebrating International Women’s Day.

Timed also to the start of NCAA March Madness, Buick is launching “See Her Greatness,” a campaign designed to celebrate the achievements of female athletes, on March 12.

The creative includes the fact that more than 40% of athletes are women, but they get less than 10% of media coverage. Spots feature audio from historic plays in female college athletics that many people likely missed.

The full college sports moments featured in the ads, as well as additional content, will be available at Buick.com/SeeHerGreatness.

Buick is working with Togethxr, a female-led media company, to create inclusive content and host “mentor huddles” in which customers can witness a discussion between female athletes during major NCAA tournaments.

Honda has created a video series effort, “Future Women in STEAM,” which will run across the brand’s social media channels to inspire the next generation of women who are passionate about pursuing a career in the fields of science, technology, engineering, arts and math. 

The videos will run throughout the month and feature Melanie Morimoto, a senior fabrication modeler technician at American Honda with 30 years of experience working in the automotive field. Morimoto is show answering questions from the young women of the PAST Foundation, a nonprofit organization focused on developing innovative educational opportunities.

Women have often been highlighted less than their male counterparts in STEAM occupations and subsequently, young girls don’t see enough female role models, according to Honda. 

The film series was created by female directors including, Tamara Rosenfeld, director of ContagiousLA, a woman- and minority-owned company. The effort will also feature cut-down videos, along with images of inspirational quotes from Morimoto shared across Honda Pinterest, Instagram, Twitter, Snapchat and TikTok.

Honda also is highlighting women in other disciplines, including motorsports/racing, throughout the year. 

Infiniti has partnered with the navigation app Waze to honor women. “Pave It Forward” highlights pioneering women. The campaign launches March 8 and runs through the month. It will allow Waze users to enable highlighted pins and waypoints throughout 12 North American cities. 

The initiative will spotlight women-owned businesses and historical landmarks in those cities to elevate women who’ve been change-makers in those communities. Additionally, during the “Pave It Forward” campaign, Waze users can change their car icon to the all-new 2022 Infiniti QX60.

Finally, Mini is releasing a new Pat Moss edition to celebrate the pioneer woman motorsport competitor. Sixty years ago, the British driver gave Mini its first victory in an international rally. The special edition commemorates the victory of woman rally teams in male dominated motorsports and the start of the Mini’s racing career.