Feminism + Advertising = Femvertising.
We’re not too sure on ‘Femvertising’ as a ‘buzzword’ (It’s just not really catchy!) – the concept sounds great right? It relates to how feminism has been appropriated by modern advertising companies to sell products and services, catered to women. Modern Feminism targets domestic abuse, equal pay and wants to inspire women to lead fulfilling lives that they can choose. Statistically, issues that mostly (not all!) effect women.
It’s become a buzzword in many marketing agencies. But is this a good or a bad thing? #LikeAGirl, #ThisGirlCan, ‘Autocomplete’ are just a few you may have heard or seen. Marketing’s come a long way from the shocking advertising of the fifties.
Here are a few of our favourite ‘Femvertising’ campaigns from this year:
A hugely popular campaign from Always, yes, that Always. With more than 80 million views, it was undeniably a fantastic campaign that promoted young women, no matter what size or shape. Attempting to rid women of their insecurities; it certainly worked judging by the stats, hitting home with parents because of the children present in it.
Ever walked into a toystore trying to find a girl’s toy that’s not smothered in pink or glitter? Or a boy’s toy that’s not an action figure? It’s pretty difficult. Whilst this advert technically is American and from late 2014 (shh) – it immediately grabbed my attention. An engineering toy for both girls and boys developed by Goldberg.
UN Women – Auto-Complete
This campaign had a huge effect, taking real life google automated (popular) searches concerning women. The reality was honestly quite sad, but that was the intended effect. These google searches were taken from 2013. It’s a great, innovative way to show that women’s rights are not fully.
Sports England – #ThisGirlCan
Sports and Feminism (or Femvertising) combined to make a great advert promoting women’s fitness, no matter what shape or size or disability. This advert plays with the insecurities that many women face whilst exercising, hardly helped by jeering/leery men on your runs. This campaign was fantastic as it got many women into exercise, to actually enjoy it not only for the end goal of losing weight.
Gone are the days of sexist advertising, replaced with ‘Femvertising’ empowering women through advertising and marketing to do things they may never have thought of. Recently female engineers took to using the hashtag ‘IAmNotJohn’ to show the lack of female engineers and scientists.