On the eve before International Women’s Day, I am looking at the two campaigns that got my attention since the beginning of this year. Two campaigns overtaking the news and the social media engagement. Two brands trying to change our culture.
Gillette’s new advert about the dangers of toxic masculinity and the importance of setting a good example for young boys has sparked a heated debate online, with some describing it as an “amazing call to action”. Others thought it’s a campaign shaming masculinity and boycotted the brand (most notably Piers Morgan, who possibly didn’t recover from the vegan sausage roll). But, there are no excuses for bullying and harassment, no matter the gender. ‘Boys will be boys’ is a saying that needs to stay in the past. I believe that Gillette took a risk and won the young generation. It took a stand for GenZ and Millennials. By joining the #MeToo movement, the brand captured a new market.
Recently, Nike released its new campaign, showing what ‘crazy’ sportswomen can do. Being emotional and fighting for equality are labelled as wrong. Every time a woman does something that society has predetermined for men, she is deemed crazy. Crazy for thinking she’s good enough. Crazy for thinking she can. Crazy for thinking she has a purpose. Serena Williams, who is one of the greatest athletes, narrates the ad in order to empower women. To motivate young girls to follow their dreams, no matter how ‘crazy’ they can be.
And crazy is not just part of the sport sector. Just take a look at the entertainment industry. Lady Gaga, who was bullied while being at university, achieved something unimaginable. In one year, she won Oscar, BAFTA, Grammy and Golden Globe. Crazy? I don’t think so. It’s called determination and persistence. It’s about not giving up.
Dream Crazier should be applied to the PR industry as well. To all those women, who are afraid to apply to that senior position because it’s a man’s role: Just Do It! Believe in yourselves and show everyone what ‘crazy’ can do.
Mad Hatter: Am I going mad?
Alice: Yes, you're mad, bonkers, off the top of your head...but...I'll tell you a secret.
All the best people are.
(Alice in Wonderland)
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