In January this year, the US agency Badger & Winters launched the "#WomenNotObjects," raising the flag against women's objectification in advertising.
The idea came after Madonna Badger, agency CCO, perform a Google search with the terms "objectification of women" ( "women's objectification" in free English translation) and get lamentable examples of how not to represent the woman in the advertisement as result (recall here).
Five months later, the advertising presented the second phase of the campaign to the public during his presentation at the Cannes Lions.
To produce the video "Out What Kids See" ( "What our children see"), the Badger & Winter portrayed the reaction of children to have contact with sexually oriented ads.
The result was a mixture of discomfort and embarrassment, with reports that show how this type of advertising has an impact on children, including in a negative way in the way they see themselves. Phrases like "makes me feel bad about my body" and "makes me feel too thin," said by the children themselves, confirm this.
During his panel in Cannes, Madonna Badger said: "We have much to discuss about gender equality, but stop the objectification has no gender, as well as a great strategy, respect and dignity also do not have."
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