WHY Is McDonald’s Flipping It’s Iconic Signs Upside Down

With International Women’s Day, otherwise known as March 8 and 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.”