@Joseph actually this may come as a surprise but if the title shlucha did not come from the Rebbe himself, it was definitely Rebbe inspired. The Rebbe constantly told the young women of the couples he sent out that they shouldn’t only see themselves as the rabbis wife, but as a full partner to their husband’s shlichus. In fact, the Rebbe said that the women need to do their own unique shlichus with the women just like it was with Avrahom avinu and Sara Imeinu- Avrahom migayer es hoanashim vSara mgayeres es hanoshim. Equal partners and equal shluchim. The Rebbe advocated putting family and children first, but as much as possible to reach out with shlichus activities to other women and start their own programs.
If you’d like to hear more on this, you’re welcome to start a feminism/yiddishkeit/Rebbe thread:):)
2) actually the Rebbe started the lag baomer parades to encourage Jewish pride in the 1950s I think, because people where living in a ghetto mentality where they were ashamed to be seen in the world looking Jewish…