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 collaborated on developing 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 IWD2025 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 #AccelerateAction pose, alongside a positive International Women’s Day message.

Supporting this year’s Accelerate Action theme, the first AR effect ever shared by the International Women’s Day movement marks a new digital era for raising awareness of gender equality. This filter builds on International Women’s Day’s long history of advocating for women’s equality since 1911. Leaning into two of IWD’s missions, Women Creatives and Women and Technology, this development elevates visibility for commercial projects and celebrates the women forging innovation.

Ideal for product launches, events and gamification, Playbound’s solutions enable businesses and campaigns, such as this one for International Women’s Day 2025, to connect with their audiences in new and exciting ways, through social media, websites, live experiences and CGI.

Augmented reality experienced through social media allows audiences to engage with mind-blowing effects right inside their favourite apps. The high potential for user-generated content turns passive scrolling into active sharing, which is great for product releases and brand campaigns – enabling them to be seen by millions. 

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 our first-ever International Women’s Day social media filter is a perfect way to help raise awareness, increase momentum, and speed up the rate of progress worldwide.”

Use the filter now on TikTok and share your videos and photographs with us on social media and at internationalwomensday.com