In a tribute to female empowerment just before International Women’s Day, Twitter launched its new #HereWeAre campaign using its first Oscar commercial slot that featured a poem from Denice Frohman. The campaign’s capstone hashtag was originally created by CMO Leslie Berland to protest the lack of women speakers at this year’s CES. The platform premiered the content with a traditional TV ad, but the main feature includes photos, videos, and celebrity endorsements seeded through social channels.

Sometimes, brands can make platforms or social causes a little too brand focused, but Twitter did an awesome job of letting the message speak for itself. If the viewer doesn’t notice the subtle Twitter logo at the beginning, there’s no way to know what the PSA-stye ad is for until same logo appears again at the end. If your brand is stepping up for a social cause, follow Twitter’s example to make it more about the message and less about your brand.