This new campaign ditches an engaging story in favor of sudden impact, illustrating the power in what you can’t see.
The Gap-owned sportswear brand makes its first official sponsorship and aims to work with Felix not just as one of the most decorated track athletes of all time but as a mom and activist. Says Felix, “I’m just excited to be supported holistically. I’m really looking forward to what we’re going to create together.”
How big a difference do a pair of breasts make? According to a recent study, women suffering cardiac arrest in public are 27% less likely than men to receive CPR. So to help mark National CPR Awareness Week, agency Joan Creative decided to try to fix the problem by designing an attachment that will turn any CPR mannequin into a Womanikin.
Ahead of this summer’s Women’s World Cup in France, Commerzbank and the German football association (DFB) teamed up to create an ad that not only promotes the German women’s national team but also acknowledges the football establishment’s own role in diminishing female football accomplishments.
A new augmented reality app aims to bring the other 50% of the population into the picture. “Lessons in Herstory” aims to remind students that there are women to remember as well. If you scan an image of a male historical figure in "A History of US, Book 5: Liberty for All? 1820–1860", the app unlocks a story of an important female historical figure from that same period. Scan President Zachary Taylor, and you’ll see an illustration and story of Cathay Williams, the first African-American woman to enlist in the army during the Civil War, when women were prohibited from entering the military.
"Boys Don't Cry" examines the roots of toxic masculinity, the role it plays in gender-based violence, and how easily it might be prevented. It was created by the Toronto-based White Ribbon movement which works with men and boys to end violence against women and girls, promote gender equity, healthy relationships, and a new vision of masculinity.
Because women make up nearly half the workforce, when you’re writing a script with a woman in it, assume she works. Just start there. When you’re writing a story for a man, assume he knows how to change a diaper and make dinner. Assume he’s capable, because so many men are awesome and capable. Just start there. So many stories don’t start there. Let’s start with how the world looks today.”
Annual emotional tributes that hit everyone in the cryballs are nice and all, but the best Mother Day gift brands could give is consistent, year-round advertising that portrayed women as they are IRL: 50% of the population and as diverse in interests, intelligence, humor, and style as men.
Picking up where it left off last year, Target has once again launched its new swimwear campaign featuring model photos that haven’t been photoshopped or retouched. In a release, the company said, ” Building on the strong foundation we set with last year’s campaign, we’re celebrating women and encouraging them to embrace the beauty of their own bodies.”
For its new campaign, CoverGirl enlisted a diverse group of brand ambassadors to help it not only reflect the diversity of its consumers, but also illustrate the diversity of what beauty is and can be.
The issues of racial and gender diversity are faced by companies in every industry with increasing urgency. The advertising world is not unique in this respect. But because it is responsible for millions of messages and images that, like it or not, consciously and unconsciously help inform society’s view of itself, the need for diversity among its ranks becomes even more critical.