Tuesday, April 8, 2014

What ISN'T wrong with this violence against women awareness campaign?

Via Ads of The World

This is a real shame, in every sense of the word. I quite liked last year's "You Are Not a Sketch" campaign for this client, Star Models of Brazil, by an agency called Revolution.

But this one? Not. At. All.

Via Ads of The World

Let's ignore the fact that it wasn't translated well into English. (Interestingly, the same campaign on Coloribus gives a different version: "It was the cleavage" and "It was the behaviour") I can't seem to find any Portuguese versions, which leads me to suspect that the agency, Revolution Brasil, created them specifically for international Web sharing.

But these are only shareworthy for how misguided they are. The assumption, that the woman in the middle of each ad is the type of person the viewer would assume was "asking for" sexual violence, and the two on the sides are not, is trying to push a point that no victim is to blame. But in doing so, it uncovers the agency team's prejudice against certain women and in doing so simply reinforces the idea that religious people, mothers, and soldiers are "better" than women who dress "slutty" or dare to have tattoos and pink hair. (WTF is that anyway? An indication that she's rebellious?)

This is not the way to address serious problems, which are commonly known in the present dialogue as "slut shaming" and "victim blaming".  You may be sick of those words, but they represent concepts that clearly are not getting through to everyone. Especially in the ad industry.

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