Positive change through the meda and advertisements has begun. There is hope that the positive messages that ads are now communicating will change & empower the way women are viewed both in society and in the workplace. Help add female power to the workplace and join the conversation on social media using #AdFemPower
Join the Conversation: #AdFemPower
MISS REPRESENTATION AND KILLING US SOFTLY 4: ADVERTISING'S IMAGE OF WOMEN
There are two documentaries that are incredibly impactful and explore the way advertising and the media communicate and influence social perception: Miss Representation (2011) and Killing us Softly 4: Advertising's Image of Women (2010). Both films discuss the portrayal of women as the subject of advertising and the social and potential long-term impact that advertising messaging can have on the female perception.
There has been a recent shift and noticeable change in the way that advertisers communicate with consumers, to now support female empowerment, positive self-image and gender equality within the workplace. Seeing these positive images and messages, which are supported by large, well-known brands is encouraging and supports that change within the advertising industry is occurring.
Hopefully these brands can help influence and assist in creating change for women in society and in any organization regardless of the industry. Below, you will find additional advertisments and media campaigns that are aimed at changing social perception. There is still a long way to go but these brands have taken the first step to start the change process.
Do you believe that the media can influence and create social change?
Join the conversation #AdFemPower:
Always #LikeAGirl Campaign
Always, a feminine hygiene company, launched a new ad campaign in July 2014 titled, “LikeAGirl,” which aims at making sure that girls everywhere gain and then keep their confidence starting from a young age. Always started by showing young girls that doing anything “LikeAGirl” is an empowering way to live. The video initially made some positive noise in the media but fell off the radar until February 2015, when a trimmed down version of the video aired during the Super Bowl. The advertising spot has gone viral and momentum has picked back up because of the positive and empowering message it delivered to 114.4 million viewers. This is a prime example of the media using its monetary and communication power to showcase a positive message to millions of viewers.
Emma watson: Gender Equality is Your Issue Too #HeFORSHE
In September 2014, United Nations ambassador and actress Emma Watson launched the start of the “HeForShe” which is a solidarity movement for gender equality. This media campaign is geared towards men and boys in the hopes they can be advocates for change and help end inequality that girls and women face worldwide. The campaign will run for a total of twelve months and Watson kicked off the campaign launch with an impactful speech at the United Nations Headquarters and concluded with “I am inviting you to step forward, to be seen to speak up, to be the “he” for “she.” And to ask yourself if not me, who? If not now, when?” She received rave reviews and the video of her speech went viral on the Internet. Click here to read the entire speech transcript.
NOW Foundation "Love Your Body" Campaign
In 2011, the National Organization for Women began promoting their “Love Your Body” campaign. This organization chose a day in October and used the power of social media to spread the word across the Internet and promote the “Love Your Body” campaign. The ads showcased twelve different positive print ads that support women who love their bodies. Each ad is from a different recognizable brand like: Cover Girl, Crystal Light, Dove and many others. This campaign was created as “a day when women of all sizes, colors, ages and abilities come together to celebrate self-acceptance and promote positive body image.” The organization has continued to promote this campaign each year in mid-October.
Dove's "Real Women" & "Real Beauty Sketches"
In 2006, Dove’s “Campaign for Real Beauty” ads were part of a campaign with a social message “aimed at changing society’s stereotypical image of women, expanding the definition of beauty, empowering women, and generating debate about these issues.” Large brand advertisers have taken the first step in admitting that there is an issue with stereotyping and Dove has used their advertising platform to communicate messaging to start the process of change. In April 2013 Dove released a “Real Beauty Sketches” ad campaign and stated it was their most watched online video ad ever. It is an extremely powerful video that promotes self-esteem and they way women view themselves in comparison on how they are viewed in reality. The video ad has been translated into twenty-five languages and has been viewed more than 114 million times.
CHANGE IS HAPPENING!
Nike Gets Real In Ads TO Women
In 2005, Nike created an ad campaign to celebrate a woman’s body regardless of the size and shape. They received praise in the advertising industry and from the general public because of the positive message they were sending to women to love the body you have. Each ad focuses on a specific part of a woman’s body such as legs, shoulders, knees, thighs and butt. The message sent is that regardless of size or shape, every woman should embrace their body image and know that they are strong both physically, mentally and capable of anything.
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