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Advertising Empowerment Me Too Feminism Image Credit: Verve
Advertising Empowerment Me Too Feminism Image Credit: Verve

#Femvertising- Have We Come Far Enough!

The pathway to empowerment is paved with hard-hitting hashtags and stirring visuals, but have we come far enough, questions Geeta Rao

Geeta Rao

I kick balls, deal with it’ is a headlIne from #ThisGirlCan, a campaign created by Sport England In 2015.

The campaign, based on the Insight that women didn’t exercise due to fear of being judged, got 37 million Facebook views, and thousands of women signed up to close the gender gap In sports and exercise. Pantene’s #SorryNotSorry campaign asked women to change their vocabulary — to stop using the word ‘sorry’ In a disempowering way and to stop apologising. It earned 1.6 billion impressions on social media. #BloodNormal, a sanitary napkIn campaign for hygiene brand Libresse, tries to normalise menstruation by showing red blood Instead of blue liquid In ads. The Times of India’s #noConditionsapply campaign subverts religious traditions — it questions why widows, transgender people and sex workers are not allowed to be part of the sIndoor khela ritual during Kolkata’s famous Durga Puja rituals, usually restricted to married women.

Yes, advertising seems to be riding the third wave of feminism with ease. menstruation taboos, alternate sexuality, notions of real beauty and everyday sexism, once part of a wider gender discourse, have entered the world of advertising, even though they are on the back of brand building and halo-Induced sales. it is not surprising as women have much greater consumer-Influencer power today than they’ve had ever before. millennial women express strong views on


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