Around this time of year, many organisations start planning their internal communications for International Women’s Day. There are mindmaps, campaigns, hashtags and photo opportunities. But as you begin planning, make sure you’re following the official theme set by the United Nations.
For 2026, the official theme is Balance the Scales.
This is important because the International Women’s Day website, which looks official, is owned by a marketing agency that profits from it year-round. Their theme this year is Give To Gain, accompanied by palm-out hand gestures that, in our opinion, symbolise begging…
Give To Gain puts the responsibility back on women, once again suggesting that progress hinges on their ability to give more. Yet most women are already giving. Many have been carrying, stepping up, absorbing emotional labour and navigating workplace inequity for decades.
So to suggest that women need to contribute further in order to gain equality misses the point entirely.
Balance the Scales: What the UN Actually Calls For
The official UN theme for 2026 is clear. It is a call to action. A call for achieving gender equality by dismantling systemic barriers that prevent women and girls from having fair access to justice, safety, and opportunity.
Balance the Scales is about:
• Dismantling systemic barriers
• Taking action
• Focusing on justice and safety
• Creating equal access to opportunity
• Working together to make meaningful change
This is a theme that acknowledges reality. It does not soften the truth or oversimplify the work. It recognises that gender equality will not be achieved through hand gestures and hugs. It requires commitment, accountability and a willingness to rebuild the structures that create imbalance in the first place.
Be Aware of Performative Progress
Every year, internal comms teams are put under pressure to produce something that feels meaningful. However, the reality is that many organisations still lean heavily on symbolic gestures.
Asking colleagues to pose with random hand gestures is not going to dismantle barriers.
It will not create safer workplaces. It will not make employees feel valued or heard. It will not help women thrive in your organisation.
And colleagues can see through it. They always can.
The most powerful thing an organisation can do for International Women’s Day is to tell the truth about what is happening, share where progress has stalled and outline what will actually change. Not just this week but throughout the year.
If nothing has shifted, and there is no intention to change anything, then it may be worth questioning whether the organisation should be marking the day at all. Performative actions do far more harm than silence.
Book Advita: If you would like Advita to speak at your International Women’s Day event, drop us a note or complete this form.
Three Practical Actions Internal Comms Teams Can Take
If teams genuinely want to create impact, here are three practical steps that make a real difference.
1. Understand your reality
Start your planning by asking leaders one simple question:
What progress have we made and what needs to change?
If the answer is vague, delayed or unclear, the problem may be bigger than the comms plan. Anchor your content in real actions. Share honest updates. Communicate transparently.
2. Shift the spotlight onto systems, not individuals
Focus your messaging on the structural barriers women face in your organisation. For example:
• recruitment biases
• pay equity
• safety concerns
• progression pathways
• access to flexible working
Highlight the steps being taken to address these issues. Invite colleagues to share their experiences safely. Use communication to hold the organisation accountable to its promises.
3. Provide a clear pathway for ongoing action
International Women’s Day is not an isolated event. It is a checkpoint.
Use the moment to signpost:
• policies under review
• support networks
• allyship training
• reporting mechanisms
• leadership commitments
• progress metrics
Show colleagues where they can learn, contribute or get support beyond the one day.
Leading With Integrity
Internal comms has a powerful role to play in shaping how organisations approach moments like International Women’s Day. The work is not about hype. It is about clarity, courage and connection.
Balance the Scales gives organisations a truthful and purposeful foundation to build on. It acknowledges that real progress requires structural change, not performative participation.
For teams unsure where to start, read the UN Women 2026 to 2029 Strategic Plan. It sets a clear agenda rooted in justice, equality and systemic reform for all women and girls.
And if you need any comms support, CommsRebel is here to help. Whether you need advice on language, strategy or alignment between comms and action, we can guide you. Get in touch with us.
PS. Check out 10 actionable ways to support gender equality
