Social media augmented reality filter helps Accelerate Action by raising awareness about gender equality

Get ready to strike a pose in solidarity and Accelerate Action.

For International Women's Day 2025, augmented reality (AR) studio, Playbound, and strategic brand, creative and digital agency, Stratos, have developed a TikTok filter designed to ignite global action for gender equality. The social media filter is accessible to all TikTok users and can be downloaded as either a 10 second video or a photograph with an IWD 2025 filter.

Designed to encourage a wide and diverse audience to engage with the campaign, videos and photos captured can be shared across all social media platforms, showing users striking an Accelerate Action pose, alongside a positive IWD message.

Raising awareness about gender equality

Supporting the Accelerate Action theme, the augmented reality effect marks a new digital era of helping raise awareness about gender equality.

The filter builds on IWD's long history of advocating for women's equality since 1911 through helping connect with audiences in new and exciting ways. Augmented reality experienced through social media enables audiences to engage with mind-blowing effects right inside their favorite apps. User-generated content turns passive scrolling into active sharing, enabling IWD's awareness raising to be seen by many.

Unleashing the power of AR to Accelerate Action

Sam Guillmard, AR Creative Director at Playbound says: “We’re really excited to be working with International Women’s Day 2025 to deliver a fun and engaging filter for its Accelerate Action campaign, that will help to capture people’s imaginations and maximise the reach of this year’s activity."

"At the current rate of progress, the World Economic Forum suggests it will take until 2158 to reach full gender parity," says Glenda Slingsby, International Women's Day's Partnerships Director. "We're unleashing the power of AR to Accelerate Action. This filter isn't only fun; it's a catalyst for change. Collaborating with Playbound and Stratos to create the social media filter is a great way to help raise awareness, increase momentum, and speed up the rate of progress worldwide."

Strike a pose in solidarity to help Accelerate Action

Create and share your video and join the movement. Remember to use the hastags: #IWD2025 #AccelerateAction