MERCADEO Versión en español
Always challenges female stereotypes with its Girly Pink Emojis campaign
Manuela Walfenzao| 4 de marzo de 2016
En la campaña las niñas señalan los emojis con los que se sentirían identificadas
The awarded Always’ #LikeaGirl campaign returns to fight more stereotypes. This time they produced a {commercial;www.produ.com/publicidad/videos/index.html?Noti=10681} targeted to teenagers, featuring different girls questioning girly pinky emojis. The spot was filmed by documentary maker Lucy Walker of Pulse Films for Leo Burnett Chicago. The video uses interviews with teenagers that are concerned because most emojis featuring girls are pink, “girly” and refer to beauty. One girl points out with horror that none of the “profession” emojis feature women, except if a bride could be counted as a profession. Always also commissioned a survey that shows that 54% of teenager girls feel that female emojis are stereotypical, and 75% would like to see women portrayed more progressively, including policewomen, lawyers, doctors and more. The brand is promoting a debate in social networks about what emojis they would like to see on social media, using the #LikeaGirl hashtag. “The girls in emojis only wear pink, are princesses or dancing bunnies, do their nails and their hair, and that’s about it. No other activities, no sports, no jobs, the realization is shocking” said Michele Baeten, Associate Brand Director at Procter & Gamble. “Of course, societal limitations are broader than just emojis, but when we realized that stereotypical, limiting messages are hiding in places as innocent as emojis, it motivated us to demand change.”
Contactos
Diario de Hoy
Noticias relacionadas (4)
18 de febrero de 2016
Gunn Report: #LikeAGirl de Always destaca como el Case for creativity 2015 número uno
13 de octubre de 2015
Mark Tutssel de Leo Burnett: Para producir #LikeAGirl utilizamos creatividad sin límites
14 de septiembre de 2015
Like a girl de Always se alza con un Emmy 2015 como el mejor anuncio del año
