This Movement Against Gender Discrimination Delivers Sweets to Baby Girls
Charlotte Joyce Kidd — October 9, 2015 — Social Good
References: pinkladoo.org & metro
October 11th is the International Day of the Girl, and to mark the occasion, a campaign called Equality is Sweet is taking an innovative action against gender discrimination.
Typical celebrations for new babies involve lots of gifts of balloons, flowers, stuffed toys and candy -- blue for a boy and pink for a girl. However, in many South Asian communities, the birth of a girl is regarded as a misfortune and isn't celebrated at all. This inequality struck Raj Khaira as the beginning of a lifetime of struggles with feelings of inadequacy, shame and self-doubt, and she decided to do something to fight against gender discrimination at birth.
On October 11th, the Equality is Sweet campaign will deliver pink ladoos (an Indian sweet) to families celebrating the arrival of infant girls in hospitals across England. In this way, the campaign hopes to bring joy and excitement to thousands of girls' first days on Earth.
Typical celebrations for new babies involve lots of gifts of balloons, flowers, stuffed toys and candy -- blue for a boy and pink for a girl. However, in many South Asian communities, the birth of a girl is regarded as a misfortune and isn't celebrated at all. This inequality struck Raj Khaira as the beginning of a lifetime of struggles with feelings of inadequacy, shame and self-doubt, and she decided to do something to fight against gender discrimination at birth.
On October 11th, the Equality is Sweet campaign will deliver pink ladoos (an Indian sweet) to families celebrating the arrival of infant girls in hospitals across England. In this way, the campaign hopes to bring joy and excitement to thousands of girls' first days on Earth.
Trend Themes
1. Gender Neutral Celebrations - Creating inclusive celebrations that don't reinforce gender stereotypes could be a new trend in the baby industry.
2. Feminist Marketing Campaigns - Marketing products to advocate for gender equality and inclusivity could become a new way for companies to stand out and appeal to socially conscious consumers.
3. Cultural Celebrations for Gender Equality - Campaigns and initiatives that introduce culturally relevant celebrations to promote gender equality could be an emerging trend in the social impact space.
Industry Implications
1. Confectionery Industry - The confectionery industry has the opportunity to differentiate itself by promoting gender neutral and inclusive celebratory sweets and treats.
2. Baby and Infant Industry - The baby and infant industry can explore opportunities for more inclusive products, packaging, and marketing that celebrate children without reinforcing gender stereotypes.
3. Social Impact Industry - The social impact industry has the potential to support initiatives that challenge gender discrimination and promote cultural celebrations that support gender equality.
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