CHANGING THE WORLD? IT TAKES BOOBS

Stella Insurance knows that language shapes the way we see the world, so they’re challenging the status quo with their bold message of courage and equality.

The Stella Insurance campaign It Takes Boobs challenges the world’s tendency to associate strength and power with physical attributes. This bold initiative encourages inclusivity, empowering all women to redefine their confidence. The campaign invites us to view “boobs” as not just physical appearance, but as a metaphor for inner strength, resilience and self-assurance. By shifting away from size and shape, Stella aims to create an inclusive space that celebrates the diverse experiences and identities of women.

One of the campaign’s focal points is the impact of gendered language on our perception of bravery. While words such as “ballsy” convey courage and fearlessness, they carry a double standard when applied to women. Stella aims to address this imbalance by introducing a new expression that emphasises bravery knows no gender. It takes more than “balls” to confront fears, fight for equality and shape a fairer world. The most awe-inspiring individuals can possess boobs rather than balls. Women demonstrate bravery by breaking free from societal expectations, challenging genderbased wage disparities and overcoming unique obstacles. Speaking up in boardrooms, balancing motherhood and a career, and escaping abusive situations all require courage – or, as Stella recognises, “boobs”.

Stella Insurance goes beyond inspiring messages to actively champion equality and positive change. They prioritise women’s needs by providing accessible insurance coverage through a user-friendly experience and designing products with a female lens. Stella proudly partners with organisations such as Women’s & Girls’ Emergency Centre (WAGEC) and Her Heart, extending their commitment beyond insurance to support causes aligned with their mission.

The campaign serves as a powerful reminder that, regardless of physical attributes, we all have the ability to contribute to a fairer world. It’s about embracing our courage and celebrating the courage of others. Stella’s empowering message resonates with individuals from diverse backgrounds, inviting them to embrace their inner strength and challenge societal norms. Together, we can create a world that recognises and lifts up the courage within every person.