Facebook’s COO Sheryl Sandberg and her nonprofit Lean In, created to inspire and empower girls and women, get behind a new initiative, “Ban Bossy,” that takes on the gender stereotypes. The effort, launched in partnership with the Girl Scouts, criticizes the word “bossy” related to girls who are ambitious and assertive, and want to develop their leadership skills to achieve more in their life.
The struggle for women’s independence is experiencing a spike in the past five years. Gender roles are being modified, with a greater shift being made towards dominance of women. Men are adopting new behaviors, shifting towards more sensitive, family-oriented lifestyles, trading in ambitious career goals for a home comfort, while women do the reverse. The voice of a woman is heard now, defending and demanding, destroying the old gender stereotypes, making businesses delete all kinds of sexist implicating from their products. Below, there’s a recap of the brightest and most engaging feminism-themed initiatives that have emerged throughout the past months.
P&G’s CoverGirl has kicked off an inspirational advertising campaign, Girls Can, taking on sexism in the modern world. The effort launched with a 1-minute ad that aired during the broadcast of the closing ceremony of the 2014 Olympic Winter Games, and is now rolling out across the brand’s online channels, particularly on YouTube. With the initiative, CoverGirl aims to demonstrate that in fact girls can do all of the things the society traditionally believes they can’t.
MediaLAB Amsterdam has suggested a scent-based approach to improving postures. The development team have introduced the PosturAroma necklace for women that is supposed to inspire the female wearers to keep their backs straight. In addition to bringing the therapeutic benefit, the accessory can be used to help ladies feel safer in the street by improving their mood and self-esteem.
Brave, Mother and Wieden + Kennedy London have “rebranded” feminism for the November issue of the women’s magazine Elle UK. The campaign aims to draw a new picture of what feminism is, without any labels. For the project, the agencies have teamed up with feminist groups— Mother partnered with The Feminist Times, Brave worked with teenage feminist campaigner Jinan Younis, and W+K collaborated with two women behind the Vagenda website, Holly Baxter and Rhiannon Lucy Cosslett.