Every woman has a story. But not every woman has the platform for it to be heard.

UN Women reported that women account for just 26% of voices featured across broadcast, radio and print media.

That’s why, for more than 70 years, the Women of the Year initiative has championed female achievement and created a platform for extraordinary women, from globally recognised campaigners and cultural icons to community champions, to be seen, heard and celebrated.

It’s also the reason that at Democracy, we were honoured to be appointed as Women of the Year’s dedicated PR and social media agency.

The objective was clear: amplify the voices of these women nationwide through earned media and social-first storytelling to reach new audiences and grow the Women of the Year community.

Audiences connect with authenticity, so we let the trailblazing women being recognised at Women of the Year do the talking, consequently becoming the driving force behind the campaign.

The approach resulted in national television coverage, front-page news and a transformed presence that grew Women of the Year’s social audience by nearly 50%.

Making headlines through award-winning stories

With the women at the heart of the campaign, our next job was to make their stories travel.

After conducting interviews, we identified newsworthy angles that connected winners' stories to wider cultural conversations and positioned them at the forefront of the National media agenda.

From globally recognised figures such as Gisèle Pelicot and household names like Prue Leith to local community heroes such as the UK’s first female chimney sweep, Lucie Chamberlain, their experiences resonated with audiences and journalists alike.

Alongside a strong national media approach, we developed a regional storytelling programme that identified compelling nominees across the country and brought their stories to the audiences closest to them. Through targeted media relations and locally relevant storytelling, we turned individual achievements into stories with the power to generate community pride, engagement and conversation.

From community champions and fundraisers to campaigners, carers and business leaders, these women embodied the spirit of Women of the Year: ordinary women making an extraordinary impact in the communities around them.

As their stories landed, the conversation naturally evolved. What began as powerful individual narratives became a broader celebration of the women being recognised by the Women of the Year Awards. Attention shifted beyond their achievements to the significance of the awards themselves and what they represent: a platform championing female courage, resilience and impact.

Coverage highlights included:

Front-page national coverage in The Times and in the Telegraph

National and regional TV broadcast news features on ITV

Lifestyle coverage across titles including Grazia and OK!

55 pieces of coverage within a week

Building a community across socials

At the heart of Women of the Year is community.

Beyond earned media, we developed a social-first strategy across Meta and LinkedIn to grow a thriving community centred on recognition, inspiration and the celebration of female achievement.

Content was designed to build excitement ahead of the awards through direct-to-camera content featuring nominees, past winners and the Women of the Year team, putting their people at the heart of stories.

Combined with inspirational quotes, personal reflections and a consistent visual identity, this approach created an authentic and engaging content stream that grew the community by nearly 50% to 7.7K followers across Meta and LinkedIn, keeping audiences connected to Women of the Year, all year round.

Following the awards, our focus has shifted to extending the spotlight beyond the event. Through winner interviews, behind-the-scenes content, guest reactions, event-day storytelling and curated assets, our approach continues to give audiences new ways to discover and engage with Women of the Year.

Looking to amplify the voices of your people?

The campaign demonstrated what can happen when the people behind a brand become its most powerful story. When audiences resonate and connect, they have a reason to listen, engage and share.

From national media campaigns to social-first storytelling, we help organisations turn authentic experiences into meaningful conversations. Whether you're celebrating employees, members, customers or community champions, we can help bring their stories to life and transform them into your most powerful advocates.

Get in touch to find out how we can help your people be heard.

Check out our other insights