I think you have to do both.

There's not much point in being part of a collective, or being politically active if at home, your kids are seeing your husband lounge around all day while you silently take on the lion's share of everything domestic. Role-modeling equality at home, or in the workplace, is every bit as important as the bigger stuff but it's definitely also very personal and all about the individual.

No, it's not about the silly things like whether or not you curl your eyelashes, wear pink etc, but it very much is at the personal level in other things. And let's not forget that not everyone has the time or the personality to get involved in collective action. Some women might be doing what they can at a very personal level because that's what they can manage at that point in their lives.