LUX launches groundbreaking Shake For Change campaign in China, empowering women to reclaim their identities through the power of names

EQS Newswire / 17/04/2025 / 17:00 CET/CEST SHANGHAI, CHINA - Media OutReach Newswire - 17 April 2025 - In a bold move to challenge gender bias and celebrate individuality, LUX unveiled its revolutionary 'Shake For Change' campaign in China – a first-of-its-kind digital experience that puts the power of transformation into women's hands. At the heart is a radical, yet deeply personal idea: reclaiming one's name as a declaration of identity and self-expression.

A name is more than a label but a reflection of who we are and aspire to be. Yet, for countless women in China, their names echo the weight of outdated expectations and ingrained cultural bias. Social listening uncovered deeply troubling stories: names like Zhao Di ("I wish you were a boy") and Ya Nan ("secondary to man") reveal a painful legacy of disappointment and inequality.

But Chinese women are speaking out – and they're being heard.

Across China, women are sharing their stories and calling out the sexism embedded in names never truly theirs, leading to viral conversations and igniting a nationwide movement to challenge the narrative.

Empowering women through the Shake For Change H5 experience
To spotlight the pervasive issue and empower women to take control of their identities, LUX created the Shake For Change H5 experience.

Accessible via WeChat, Weibo, and Rednote, this interactive experience spotlights the struggles women face with names that no longer serve them and empower them to take a bold step towards self-expression

How It Works:

• Enter Your Current Name – Users enter their given name which carries the weight of cultural expectation or disappointment.
• Shake for Inspiration – With a shake of their phone, a bold new name is revealed
• Find Your Perfect Fit – Users can continue to shake for more name inspirations or share their favorite with friends and followers.

This is more than just a digital tool—it's a moment of transformation.