Nearly thirty years ago, a bronze Charging Bull statue appeared on Wall Street in the middle of the night as a symbol of the American economy. On the eve of International Women’s Day, we placed a bronze Fearless Girl on Wall Street, in the middle of the night, to challenge him.

Chin high, hands on hips, Fearless Girl stands defiantly across from the Charging Bull as a symbol of women today and tomorrow. This outdoor campaign leveraged the existing symbolism of the bull to create a new icon, Fearless Girl, that inspired women everywhere to stand up to the status quo. The public response to her immediately transcended advertising. Fearless Girl was embraced as a piece of art, the new symbol of female empowerment. Support for her was so strong the mayor of NY accepted Fearless Girl into the city’s public art program, allowing her to remain in place.

In the US, the latest presidential election has brought with it a slew of women’s equality issues. The overwhelmingly masculine Charging Bull statue in the center of Wall Street embodies the struggles women have encountered in the face of male-dominated industries, today, yesterday, but hopefully not tomorrow.