March 08, 2018 10:36 AM

For International Women’s Day on March 8, brands are ramping up their efforts to be part of the conversation.

Business Insider first reported that a McDonald’s in Lynwood, California has flipped its massive golden arches upside down in “celebration of women everywhere.” But that’s just the beginning. On Thursday, all of McDonald’s digital channels (including Instagram, Twitter and Facebook) will follow suit, displaying an upside-down logo.

“In celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” McDonald’s Chief Diversity Officer Wendy Lewis said in an email statement. “From restaurant crew and management to our C-suite of senior leadership, women play invaluable roles at all levels and together with our independent franchise owners we’re committed to their success.”

McDonald's

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The fast-food chain joins several other brands attempting to make a statement to honor, or at least be part of, International Women’s Day. Brew Dog received a fair amount of online backlash after promoting a Pink IPA (“a beer for girls”) that was meant to be sarcastic, but came off feeling a bit tone deaf. Mattell released a line of real-women-inspired Barbies featuring inspirational figures, including French chef Hélène Darroze. Surely more brands will participate on March 8, and we would bet large sums of money on there being at least one controversial social media post.

As for whether more McDonald’s franchises will flip over their arches, that remains to be seen. We imagine they’re pretty heavy. So if you want to catch a glimpse of a giant, golden “W,” you’ll have to drive to Lynwood.

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