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.
WATCH SHERYL SANDBERG TALK ABOUT THE GLASS LION HERE AND WATCH THE #LIKEAGIRL CAMPAIGN HERE.
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.
WATCH THE VIDEO HERE AND READ “TANISHQ’S NEW AD PAVES WAY FOR NEW INDIA” HERE.
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”.
“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.”
READ THE FULL ARTICLE HERE AND READ ABOUT EMMA WATSON’S #HEFORSHE CAMPAIGN HERE.
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.”
READ THE FULL CONVERSATION HERE AND READ ABOUT MOXIE MEDIA AT LAST YEAR’S WOMEN IN THE WORLD SUMMIT HERE.
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.
READ MORE ABOUT THE VOGUE EMPOWER CAMPAIGN HERE AND WATCH ALIA BHATT IN THE SHORT FILM “GOING HOME’ HERE
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.
READ MORE ABOUT THE CLINTON FOUNDATION’S CAMPAIGN HERE AND PANTENE’S SORRY, WE’RE NOT SORRY ADVERTISEMENT HERE
With the Standard Chartered Mumbai Marathon drawing many female runners last weekend, from the Ethiopian winning trio to actor/activist Gul Panag and pâtissier Pooja Dhingra, the Sport England ‘This Girl Can’ campaign inspires women to stop worrying about their looks and take up a sport, irrespective of their shape or size. With clever, motivating catchphrases like “I jiggle, therefore I am”, “Hot and not bothered” and “Sweating like a pig, feeling like a fox,” the campaign makes sweat sexy.
In one of the most thought-provoking viral videos of the year, “Potty-Mouthed Princesses Drop F-Bombs for Feminism” daringly challenges preconceived notions of gender roles. The video was produced by FCKH8, a for-profit apparel company and social change movement with T-shirts that act as billboards and some of whose most ardent supporters include celebrities like Ellen DeGeneres, Glee’s Jane Lynch, Zac Efron and more.
In a new short film shot for Vogue’s India‘s Vogue Empower initiative, Bollywood actress Alia Bhatt and director Vikas Bahl ask, “can we give her the world she believes exists?” Recalling the famous scene in Highway where Alia Bhatt’s character is kidnapped on the road, Bahl’s Vogue Empower short Going Home has Bhatt’s car break down while she is driving home late at night all alone and a jeep full of tough-looking young men who stop for her.
Moxie Media is a boutique social and digital media agency passionate about creating stylish, unique and engaging online platforms and web campaigns for forward thinking individuals and companies who seek to successfully build their brand in today's exciting digital media space.