The Ministry of Equality has unveiled its institutional campaign marking 8 March, International Women’s Day, under the slogan “High-Value Women. We Will Not Let the Past Move Forward.” The initiative was presented by the Minister of Equality, Ana Redondo, alongside the Secretary of State for Equality and for the Eradication of Violence against Women, María Guijarro, during an official event addressing current challenges in gender equality and women’s rights.

Featuring actress Ángela Molina, the campaign focuses on social media-driven trends that promote narratives of femininity linked to submission, economic dependence, and a return to traditional gender roles. Among the phenomena addressed are so-called “tradwives”, the romanticisation of women aspiring to be treated as princesses, and the concept of “high-value” women associated with domesticity and obedience.

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Equality Ministry Launches the Institutional Campaign “High-Value Women. We Will Not Let the Past Move Forward” for International Women’s Day

During the presentation, the Minister emphasised that such trends, often framed as lifestyle choices or aesthetic movements, reflect ideological positions that challenge the progress achieved in gender equality. She reaffirmed the institutional commitment to preventing any regression in women’s rights and to advancing a democratic framework grounded in real and effective equality.

The campaign also highlights digital violence targeting women and girls, recognising its increasing presence in online environments and its impact on fundamental rights. Through this initiative, the Ministry seeks both to raise awareness of these risks and to acknowledge the contribution of feminist organisations, social movements and civil society entities that have driven significant legislative and social progress.

The Secretary of State underscored the persuasive nature of certain online narratives, which present themselves as traditional or culturally neutral but ultimately undermine rights secured through decades of feminist advocacy and public policy.

The campaign will be disseminated through a comprehensive multi-platform strategy, including digital channels, television, radio, print media and outdoor advertising formats such as billboards, bus shelters and digital screens. With this initiative, the Ministry of Equality strengthens its commitment to social awareness, the prevention of gender-based violence, and the safeguarding of women’s rights within the framework of International Women’s Day.