Challenging stigmas around menstruation, BBDO India‘s powerful ‘Touch the Pickle’ campaign for Whisper India Sanitary Napkins bagged a Grand Prix at the Cannes Lions International Festival of Creativity due to its shaking of demoralizing social taboos.
Winning in the brand new Glass Lions category, which was created in partnership with Sheryl Sandberg’s organization Lean In, the award recognizes work that rejects stereotypes and confronts prejudice and inequality through the conscious portrayal of gender in advertising.
Chelsea Clinton, Malala‘s father, Justin Trudeau, Shakira and many others have joined hands to illuminate the important role fathers play in empowering girls and women in this G(irls)20 video for the organization Fathers Empowering Daughters.
This Father’s Day, girls and women can record their own inspiring video messages and have personalized e-cards created and digitally delivered by Fathers Empowering Daughters.
E-tailer giant Myntra‘s latest advertisement #AnoukBoldIsBeautiful features a young lesbian couple preparing to meet Indian parents together for the first time in one of a series of thought-provoking retail ads celebrating bold women that have gone viral on social media.
With nearly one million views on YouTube in two weeks since going live and countless positive mentions and discussions on social media platforms like Facebook and Twitter, #AnoukBoldIsBeautiful is a courageous celebration of equality in India, an encouraging representation of a rapidly changing society whose archaic laws still classify homosexual acts as illegal.
While gender equality is still a distant goal, writer Jill Castellano shows how social media, hashtags in particular, is helping the world to bridge the distance. Her fact-substantiated and impassioned story on Forbes.com lists the most viral feminist hashtag campaigns in the past year that have magnified “calls for gender equality across the globe”.
Emma Watson’s UN #HeforShe campaign, which lays part of the onus of women’s empowerment on men, #WhyIStayed, the rallying support for domestic abuse, #IllRideWithYou, the widespread assurance of protection from Australians to Muslim women and actor Reese Witherspoon’s plea asking interviewers to #AskHerMore on the red carpet, were all “an integral part of mobilizing campaigns in support of women,” she writes.
“Feminist hashtag campaigns are a vehicle to unite millions of people behind the goal of gender equality that earlier generations could barely have imagined,” Castellano concludes, “With the almighty hashtag, everyone and anyone can be an activist and a supporter.”
Celebrated Bollywood star Aamir Khan joined Iraqi-American humanitarian Zainab Salbi on the opening night of Tina Brown‘s 6th annual Women in the World Summit in New York City yesterday to discuss women’s issues in India, a topic he has helped make a national conversation through three seasons of his hit TV show Satyamev Jayate, or Truth Alone Triumphs.
Excerpts from Women in the World:
Masculinity was an equally challenging topic. “Unless we redefine what it is to be a man, things aren’t going to change. Is a real man a protector or someone who goes and beats people up?” he asked, adding that rigid gender roles should be abandoned and male sensitivity encouraged. “You cannot raise a boy telling him not to cry. You are in effect distancing him from emotion and then you are surprised when he grows up and beats his wife.”
“The balance of power in India needs to change. Unless conviction becomes swift, certain things are not going to change and as a society we have to shun the rapist and hold the survivor close.”
Deepika Padukone Voices Support For Women’s Rights In Director Homi Adajania’s Short Film ‘My Choice’ For #VogueEmpowerPosted by Jerusha Chande | Bollywood, Digital Media, Digital News, Empowerment, Fashion, Film, Women in Media
Actor Deepika Padukone joins 98 women in director Homi Adajania’s two-minute-34-second short film titled My Choice. The black-and-white montage features women from varied walks of life, including Vogue India’s fashion director Anaita Shroff Adajania, director Zoya Akhtar, hairstylist Adhuna Bhabani-Akhtar, film critic Anupama Chopra and model Pallavi Das among others.
As the voice in the video clip, Padukone narrates a monologue penned by writer Kersi Khambatta where she asserts a woman’s right to choose how she lives her life in all aspects: “To wear the clothes I like… To marry, or not to marry… To love a man, or a woman, or both…”. Khambatta is the co-author of two of Adajania’s previous films, Being Cyrus and Finding Fanny.
“In my family, my father is the only male in the house, but all of us have a voice,” Padukone tells Vogue India. “I’ve always been allowed to be who I want to be. When you’re not caged, when you don’t succumb to expectation, that’s when you’re empowered.”
My Choice is the third short film in the #VogueEmpower campaign, a women’s empowerment initiative launched by Vogue India in October 2014. The previous two films starring Madhuri Dixit and Alia Bhatt address domestic violence and women’s safety.
With more than 1.9 million views and counting, the video has received much support on social media from the fashion and film fraternity.
The Clinton Foundation, The Salvation Army And Star Sports India Create Compelling Campaigns To Celebrate Women’s DayPosted by Jerusha Chande | Advertising, Art, Beauty, Digital Media, Digital News, Empowerment, Fashion, Film, Social Initiative, Social Media, Uncategorized, Women in Business, Women in Media
International Women’s Day 2015 saw high-profile brands create strong campaigns to address issues ranging from violence against women to gender equality.
Last week #TheDress went inexplicably viral but the South African branch of the Salvation Army gave the hashtag an intelligent and more meaningful spin for Women’s Day, using it to raise awareness about domestic violence.
The Clinton Foundation made prominent American women, including TV show host Padma Lakshmi, actor Scarlett Johansson and cultural icon Rosie the Riveter, vanish from billboards, bus shelters and magazine covers on March 8. The Not There campaign, created in collaboration with advertising agency Droga5, was designed to draw attention to the Foundation’s No Ceiling’s initiative, using media platforms to present the idea that women are “not there” yet in terms of equality.
Star Sports India released a video ode to the country’s sportswomen with #CheckOutMyGame, which featured champions like boxer Mary Kom and badminton player Saina Nehwal. Opening with the question “You want to check out my game?”, a play on the line commonly used by men who objectify women, the video then makes the viewer shift focus to the sportswomen’s athletic prowess.
“Purpose-driven marketing campaigns have taken off in recent years, as companies look for new ways to connect with their consumers,” said Jim Stengel in New York Times, former CMO at Procter & Gamble. #futureisfemale is the trending topic that creates the strongest connect.
Moving forward from overt sexual innuendos and slapstick comedy, SuperBowl XLIX advertisements took a refreshingly serious turn this year by treating a range of somber subjects with inspiring messages of empowerment.
In addition to NO MORE, whose PSA we featured last week, UltraViolet also addressed the often sidelined subject of domestic violence. Their 15-second spot, with the hashtag #GoodellMustGo, singled out National Football League (NFL) commissioner Roger Goodell who has been criticized for being an enabler of domestic violence within the football fraternity.
Feminine hygiene brand Always instigated a viral conversation around women’s empowerment by asking viewers to redefine antiquated connotations associated with the phrase #LikeAGirl, while Toyota starred world-class snowboarder and 2014 Paralympic bronze medalist Amy Purdy conquering the streets, slopes and dance floor to the triumphant words of Muhammad Ali.
Toyota’s second ad in the same series highlighted the importance of a father’s influence on the choices his children make, a sentiment echoed by Dove For Men, who payed tribute to loving dads at all stages of life.
Spotlighting technology, Coca-Cola tackled digital bullying and Internet trolls with #MakeItHappy, while Microsoft introduced the world to Estella Pyfrom, a remarkable woman who uses her ‘Brilliant Bus’ to empower young, underprivileged students by giving them access to digital resources and jubilant affirmations.
Why all the seriousness amidst a celebratory atmosphere? Because “marketers are trying to win over Millennials”, advertising executives tell The Wall Street Journal, “who researchers suggest are more likely to be drawn to brands that have a history of giving back to their communities.”
NO MORE’s gripping PSA for the National Football League’s (NFL) Super Bowl is reportedly based on a true story, which went viral on Reddit last year. A former 911 dispatcher recalled taking a call from a woman who pretended to order a pizza in order to get police to respond to her home without alerting her abuser. After reenacting the call, the 60-second spot ends with the compelling words: “When it’s hard to talk, it’s up to us to listen.”
This isn’t the first collaboration between the NFL and No More; previously they created a series of PSAs titled “Speechless,” which featured football players emoting over domestic violence. No More Director Virginia Witt told Rolling Stone, “We hope thisNo More PSA will bring Americans together—on a day families and friends spend together—in the effort to end domestic violence and sexual assault.”