'Approved, Not Approved' Hopes to Change Sexists Laws in Marketing
Grace Mahas — August 6, 2019 — Marketing
References: unboundbabes & thedrum
Many creative companies have recently spoken out about the sexism that exists in marketing, and sexual wellness companies Unbound and Dame have teamed up to launch the multi-media 'Approved, Not Approved' campaign to further emphasize this.
The campaign highlights various blatantly sexualized campaigns put forth by alcohol brands, breast augmentation surgeons, and erectile dysfunction companies that feature scantily clad women or phallic-shaped objects -- all of which have been approved by Facebook. On the other hand, subtle female advertisements for women's sex toys have not been approved.
To help bring awareness about this issue, the campaign offers an online quiz that asks individuals to guess which of the aforementioned advertisements have been approved by Facebook -- the results are disproportionally against advertising women's sexual wellness and education products. The Approved, Not Approved campaign seeks to ensure there is an equal standard for advertising women-specific products.
The campaign highlights various blatantly sexualized campaigns put forth by alcohol brands, breast augmentation surgeons, and erectile dysfunction companies that feature scantily clad women or phallic-shaped objects -- all of which have been approved by Facebook. On the other hand, subtle female advertisements for women's sex toys have not been approved.
To help bring awareness about this issue, the campaign offers an online quiz that asks individuals to guess which of the aforementioned advertisements have been approved by Facebook -- the results are disproportionally against advertising women's sexual wellness and education products. The Approved, Not Approved campaign seeks to ensure there is an equal standard for advertising women-specific products.
Trend Themes
1. Sexist Advertising - Disruptive innovation opportunity: Develop inclusive marketing campaigns that challenge sexist stereotypes and promote gender equality.
2. Gender Equality in Advertising - Disruptive innovation opportunity: Create platforms and guidelines that enforce equal standards for approving advertisements, regardless of gender or sexual content.
3. Social Awareness Campaigns - Disruptive innovation opportunity: Design and launch multimedia campaigns that raise awareness about social issues, sparking conversation and promoting change.
Industry Implications
1. Marketing and Advertising - Disruptive innovation opportunity: Reform industry practices to eliminate sexism and ensure equal representation and opportunities for all genders.
2. Sexual Wellness - Disruptive innovation opportunity: Develop and market inclusive sexual wellness products and services that cater to diverse needs and preferences.
3. Social Media - Disruptive innovation opportunity: Create new platforms or redefine existing ones that provide fair and unbiased approval processes for advertisements, fostering inclusivity and equality.
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