Madrid, 2 March 2026 – In a context marked by growing disinformation and the resurgence of sexist narratives, the Ministry of Equality, in collaboration with Ogilvy Spain, launches its 8M campaign: “Women of High Value”. The initiative, starring actress Ángela Molina, uses irony to subvert the concept popularized on social media to perpetuate outdated gender roles, reaffirming feminism as an essential pillar of progress, freedom, and democracy.
A direct and subversive message
The central goal of “Women of High Value” is twofold: on one hand, to empower women to reject imposed definitions, and on the other, to intelligently dismantle ultraconservative discourses that hinder progress.
“This campaign was born with a spirit of vindication. It is an invitation to fight against backward movements. Of course on 8M, but also on 9M, 10M… and every other day. Every day is 8M,” say Guille Fernández and Pablo Poveda, Creative Directors of Ogilvy.
The campaign responds to a digital trend that promotes a regressive vision of the “high‑value woman”, associating her with delicacy or submission—an ideal disguised as modernity that fuels rejection of feminism. Ogilvy’s creative strategy uses irony and subversion to transform these viral clichés into a powerful message of autonomy and resistance. The concept is clear: in the face of backlash and denialism, we will not take a step back in defending equality.
With a sharp tone, Ángela Molina recites excerpts from viral videos describing the supposed qualities of a “high‑value woman”, all of which echo ideas from the past. Her performance dismantles these retrograde notions and connects across generations, reinforcing the feminist message through experience, irony, and moral authority.
Comprehensive campaign rollout
The “Women of High Value” campaign will be distributed across digital formats (40‑second and 20‑second videos for social media), television (20‑second spots in co‑official languages), radio ads, print media, and outdoor advertising (bus shelters, mupis, digital screens).
