Each outfit has international symbols on its label. These icons are warnings on drying, washing, ironing. So when you think of someone washing, ironing, drying, which gender comes to mind first? Women…

In order to support the change of this perception, we added a Life Joint Symbol to those labels in Kiğılı clothes. And we made this icon public with a simple video on Women’s Day. By broadcasting our video from all Kiğılı digital channels, we determined a communication strategy with viral effect.