Even with the numerous achievements of women and all the strength that women's empowerment is gaining in recent years, we still live in a world with patriarchal traditions.
Among the many pressures that culture has on gender, is the symbolic value of marriage. In many places, especially in more conservative countries, "single" status is synonymous with failure.
This is what happens in China. In the Asian country, women over 25 years of age who are not yet married are considered naked Sheng, which means "abandoned woman." The title has a terrible social weight for them, mainly because, as the reputation is extremely important for families, these women suffer the blame for "disappointed" her parents.
Against this backdrop, the makeup line skincare brand SK-II, Sephora, decided to work empowerment. In the campaign "Take Weddings Market control," the brand met single Chinese living exactly this situation.
The film's title is no wonder there is a Weddings Market in Shanghai, where parents of women like the video, distribute leaflets with daughters profiles in order to find a husband for them. It is exactly in the place where it happens the clash between them and the community.
The guests were challenged to exchange the announcements made by their parents for pictures of themselves and messages explaining how this impacts the pressure. The result is exciting and shows how a brand can impact an entire community:
Nenhum comentário:
Postar um comentário