International Women’s Day: Digital Campaigns
Three international non-governmental organisations launched new digital campaigns regarding women's issues on March 8, International Women's Day.
- To raise awareness of domestic violence against women, UK charity Women's Aid launched digital billboards that display the battered face of a woman, stating: "If you can see it, you can change it". Equipped with facial-recognition technology, the billboards register how many people follow the ad's plea and acknowledge her injuries, rather than turn away. The more passers-by pay attention to the woman, the faster her bruises heal. The billboard also gives mobile owners in the vicinity the option to immediately text a donation to Women's Aid.
- In Australia, The Salvation Army also highlighted the domestic abuse of women with the timely hijacking of the #dressgate meme. The photo of a dress had triggered online discussions a week prior by appearing to be either blue and black or white and gold in colour, depending on the image's context. The Salvation Army tweeted a bruised woman modelling the white and gold variant of the dress, with the tagline: "Why is it so hard to see black and blue?"
- Finally, the American Clinton Foundation addressed the fact that "We are not there yet" when it comes to gender equity by removing images of women from print ads and magazine covers, referring the viewer instead to its website, Not-there.org. Simultaneously, the group released an online video of the disembodied voices of female celebrities including Amy Poehler, Jenny Slate and Cameron Diaz, talking about a lack of female representation and opportunity from empty backdrops in cinemas, kitchens and studio settings.
TOPICS: Advertising & Branding