A campaign has been launched to call upon the advertising industry to stop objectifying women to sell their products.
The campaign #WomenNotObjects, came about after ad executive Madonna Badger searched "objectification of women" into Google and was shocked by the results. After hitting enter, she was met with "numerous adverts from the food, fashion and alcohol industries which utilised women's bodies to sell their products."
From a series of short films - including one where children were shown imagery objectifying women where responses such as "I don't like that, see that is disgusting" to "It makes me feel bad for my body,"- the campaign wants to prevent the ad industry sending damaging messages to young women and girls that could potentially harm their self-esteem and confidence.
With four missions, Badger hopes to end objectification in advertising: to stop the harm it causes, to teach girls that their worth is not their weight, their looks or their body parts, but who they are, what they have to say and what they can do, to support brands that empower women and to inspire the world to find a better way.
So what exactly is objectification? #WomenNotObjects has classified it into four filters:
1. Props - the use of women as props. Do women have a choice or a voice? Are they reduced to anything?
2. Plastic - have the women been retouched beyond human achieveability?
3. Parts - are they reduced to provocative body parts only?
4. What if - what if this woman was your mother/daughter/wife etc.
The powerful films and campaign are hoping to "redefine narratives" within the industry, and it's gaining momentum. For more information take a look at their website below.
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