“Fem-powerment” campaigns, such as “Like a Girl” by Always, Dove’s “Real Beauty” and Verizon’s “Inspire Her Mind,” are bringing to the surface a heated debate about the authenticity of advertising and these ads are radically tackling sexism. Here’s what AD Club Leader, Ann Green, Senior Partner, Client Solutions and Innovation and Millward Brown (@AnnGreenMB) had to say on the issue:
There is much conversation today about female empowerment campaigns and why they have become so popular. The first time I ever questioned my own empowerment was when I heard the term “glass ceiling” back in the 90s. Does anyone else find it odd that these campaigns have become so visible at a time when female CEOs and leaders are becoming more common? Has the ascent of women like Ginni Rometty, Meg Whitman, Mary Barra, Indra Nooyi and Sheryl Sandberg simply made us more aware that what was “keeping us down” was simply ourselves. If you look closely at many of these campaigns, the limitations are based on our own perceptions as opposed to labels. Perhaps Pantene had it right, but if I don’t see myself as bossy or selfish, then why should anyone else?