The Terre des Femmes Campaign Makes a Bold Statement About Clothing Choices
Meghan Young — March 21, 2015 — Marketing
References: frauenrechte.de & designtaxi
Terre des Femmes is a human rights group that has turned its eye to women's clothing choices for a powerful ad campaign titled 'A Woman's Worth.' It centers around images of a woman's chest, legs and feet in order to show the levels of first impressions a woman can make depending on what she's wearing.
Created by Miami Ad School Europe, which is based in Hamburg, Germany, the Terre des Femmes campaign overlays a scale on each image. This scale ranges from 'prude' to 'whore' depending on where the length of shirt or skirt begins or ends. Utterly eye-opening, the Terre des Femmes ad campaign cleverly shows how unfairly judged women can be based solely on what they wear. This can result in lines being crossed.
Created by Miami Ad School Europe, which is based in Hamburg, Germany, the Terre des Femmes campaign overlays a scale on each image. This scale ranges from 'prude' to 'whore' depending on where the length of shirt or skirt begins or ends. Utterly eye-opening, the Terre des Femmes ad campaign cleverly shows how unfairly judged women can be based solely on what they wear. This can result in lines being crossed.
Trend Themes
1. Clothing Stereotyping - Disruptive innovation opportunities: Developing clothing lines that challenge stereotypes and promote individuality.
2. Body Objectification - Disruptive innovation opportunities: Creating body-positive advertising campaigns and initiatives that challenge societal beauty standards.
3. First Impressions - Disruptive innovation opportunities: Designing tools or technologies that help people form unbiased first impressions based on character rather than appearance.
Industry Implications
1. Fashion Industry - Disruptive innovation opportunities: Implementing technology-driven solutions like virtual fitting rooms and sustainable clothing production.
2. Advertising Industry - Disruptive innovation opportunities: Integrating augmented reality (AR) and personalized advertising experiences to challenge normative representations of women.
3. Human Rights Organizations - Disruptive innovation opportunities: Leveraging social media and digital platforms to raise awareness and promote dialogue around gender stereotypes and objectification.
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