These Powerful Ads Illustrate Sexist Opinions and Attitudes
Vasiliki Marapas — October 19, 2013 — Marketing
References: gutewerbung.net & designtaxi
UN Women has joined forces with Ogilvy & Mather's Chrispher Hunt to produce a series of thought-provoking gender inequality ads. Ogilvy & Mather is a company behind many powerful and clever ad campaigns and this is no exception. The campaign uses the Google search engine to demonstrate that gender inequality is a much more prevalent problem than is recognized or acknowledged.
Each ad features a close-up photograph of a woman's face. A search engine bar is placed over her mouth, which is meant to indicate the lack of autonomy women have around the world. In the search bar, phrases such as "women need to," "women should" and "women cannot" are typed in, with the genuine search suggestions appearing after them. These suggestions include offensive phrases, opinions and stereotypes such as, "women cannot drive," "women should stay at home" and "women need to be put in their place."
These popular, disturbing opinions highlight how ingrained gender inequality is in society.
Each ad features a close-up photograph of a woman's face. A search engine bar is placed over her mouth, which is meant to indicate the lack of autonomy women have around the world. In the search bar, phrases such as "women need to," "women should" and "women cannot" are typed in, with the genuine search suggestions appearing after them. These suggestions include offensive phrases, opinions and stereotypes such as, "women cannot drive," "women should stay at home" and "women need to be put in their place."
These popular, disturbing opinions highlight how ingrained gender inequality is in society.
Trend Themes
1. Gender Equality Advocacy - Opportunities for disruptive innovation exist in creating powerful ad campaigns that challenge and change societal attitudes towards gender inequality.
2. Online Activism - Disruptive innovation can be achieved by utilizing online platforms to raise awareness about gender inequality and mobilize communities for change.
3. Digital Advocacy Tools - Innovations in digital platforms and tools can empower individuals and organizations to effectively combat and address gender inequality issues.
Industry Implications
1. Advertising - The advertising industry can leverage disruptive innovation to create thought-provoking campaigns that challenge gender inequality.
2. Technology - Technological advancements can enable the development of online platforms and tools that facilitate gender equality advocacy and activism.
3. Social Impact - Disruptive innovation in the social impact sector can drive change in societal attitudes and contribute to efforts towards achieving gender equality.
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