A new multimedia campaign by the Canadian Women’s Foundation takes aim at the cost that sexist messages on clothing and in the media has on girls.
The “As We Are” campaign is led by a 30-second PSA that shows girls wearing t-shirts with slogans like “Future Trophy Wife” or “Allergic to Algebra.” Instead of putting a dollar figure on the t-shirts, the spot puts their cost as “her self-worth” or “her ambition.”
“Some clothes cost more than you think,” notes the voiceover. “The messages girls wear affect how they value themselves. Help us empower them to think differently.”
The campaign was launched on International Women’s Day on March 8 – making it the foundation’s first campaign timed to coincide with the day – and runs for four weeks.
It’s the result of a series of workshops last fall in Toronto in which 95 girls aged 9 to 13 discussed media messages and how they affect the way they see themselves.
The girls also designed t-shirts with messages they would be proud to wear, instead of the ones similar to those depicted in the PSA that are often sold in stores.
Four of the t-shirts are now available for sale on the campaign’s microsite AsWeAre.ca with messages like “Girls’ options are endless” and “I am not perfect, I am nobody’s stereotype, I am me.” Net proceeds go to support girls’ programs at the foundation.
“Girls are bombarded with media and advertising messages that we know are disempowering and really limit their potential,” says Natasha Wilson, director of marketing and communications at the Canadian Women’s Foundation.
While t-shirts aimed at boys say “I’m a Hero,” those aimed at girls say “I Need a Hero,” Wilson says.
“The messages are rooted in sexism and gender stereotypes and they all reinforce the idea that a girl’s value comes from her appearance rather than from their intelligence or critical thinking or creativity.”
Havas Worldwide Canada created the pro bono campaign that includes print, digital, radio, broadcast, out-of-home and social media. Wilson says the daughter of Havas Worldwide Canada CEO Helen Pak was a workshop participant and “Helen felt compelled to help us tell the story and encourage more Canadians to get involved.”
The PSA is being broadcast nationally for four weeks on City, Omni and specialty networks. There’s also a YouTube, Facebook and Twitter presence, print ads, a radio spot and digital billboard campaign in large malls across the country.
The out-of-home spots show girls with t-shirts with messages like “Too Pretty to Do Homework: or “Princess in Training” and conclude “Don’t let the wrong messages affect how girls value themselves.”
A three-minute documentary-style video online provides more information on the issue and notes only 14% of girls in Grade 10 feel confident about themselves and that girls want to start looking sexy at age 6.
The campaign aims to help girls recognize their own strengths and self- worth and become more resilient when bombarded with negative messages, Wilson says. It also encourages Canadians to think critically about gender stereotypes and “to say no to these disempowering and limiting messages.”
Wilson says girls who participated in the workshops said they felt more confident and better able to counter negative messages.
Edelman handles PR for the Canadian Women’s Foundation.
