Every year there’s an explosion of ‘Women Empowerment’ ads being thrown our way around Women's Day. The Femvertising wave has taken up by storm, and every brand wants a piece of it. Over the years, companies have created unique campaigns sparking conversation and action to show the female gender how powerful, creative, and beautiful they are on the inside and out, but a few of them pull us back to molding women into the stencils set up by the society, using labels to get away from lables. Here are 5 such women empowerment campaigns we thought need to be talked about.
1. Dove - Choose Beautiful
What’s wrong: Girls haven’t we all had days when it’s not about beautiful or average? We feel Sexy, Classy, Messy, Lazy, and a hundred more things. The point is, suddenly we were back to labels. Suddenly we could only choose between the two doors – average and beautiful.
2. Free The Nipple
What’s wrong: Have we reached that time where the most important issue facing women today is to be able to go to the beach topless if men can. We understand the bigger picture as they stand against female oppression and censorship, but it quickly disolved into an excuse for people to show off, their boobs and fake activism.
3. Special K – Shhh Down The Fat Talk
What’s wrong:Kelloggs has been blowing trumphets about how being slim is the only way to gain back self worth and confidence. The brand literally perpetuated these feelings about body shaming in the first place, so they could later on capitalize on it through a campaign like this. The circle of manipulation is complete.
4. Vogue Empower – My Choice
What’s wrong:The choices she talks about. With countless women who don’t have a choice at all, this “women empowerment” video’s focus is on the preference of her clothes, sex life. Another steaming debate’s been on “My choice – To have sex outside marriage.” Bold but not in the right direction when you’re a star and have a country looking up to you.
5. Pantene – Sorry Not Sorry
What’s wrong:Saying sorry is NOT a gender issue. Saying sorry is something everyone does regardless, as a sign of being polite. It’s a part of social mannerisms so we don’t come across as rude or arrogant. Some people do tend to overuse the word even when it’s not necessary, but no research backs up that more women do it over men.
Overall, we’re glad that the advertising industry is focusing towards creating more meaningful content and tackling the alarming issues such as gender inequality but we need to be careful with how these issues are projected.