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Using a key symbol of the normative construction of femininity in popular culture, red lipstick and the act of putting it on, the “Red Lips Revolution” transmedia storytelling (#EzpainGorrienIraultza) examined in this study makes a contribution to understanding how feminism can intervene in masculinised and mediatised electoral spaces, transforming an area that has traditionally been one of clear male domination. Regardless of its regional scope (Basque 2016 Parliamentary Elections), this case acts as a model of how feminism can benefit from the specific potentials of digital and Twitter storytelling to promote a shift from feminised politics and parties’ quotas to a real feminist mainstreaming, contributing to current media scholarly discussion on  feminist hashtivism  from constructive and inclusive approaches.

Hashtivism’s potentials for mainstreaming feminism in politics: the Red Lips Revolution transmedia narrative