What Ad Agencies Created When Asked To “Rebrand Girls”
It’s a sad but true fact that in some parts of the world, especially China, baby boys are favored over baby girls. In fact, boys are so strongly favored in some rural areas of China that girls are aborted after their gender is known and as a result there’s a drastic imbalance in the population.
But even in countries where baby girls are brought into the nursery, parents can have a hard time when they learn they’re decorating it pink instead of blue. This has a lot to do with existing sexist prejudices that adversely impact females in society — like lack of access to education and employment — that privilege males and incentivize parents to have boys.
So the magazine Fast Company thought up something completely innovative: it asked a half dozen ad agencies to rebrand girls with mock advertisements. Oh, if sexism were only as simple as bad advertising! The agencies primarily focused on targeting parents — er, consumers — in the U.S. and China and several opted to highlight perceived reasons that girls are better than boys, rather than just appreciating girls for their own sakes. For that reason I’m not sure I like all of these, although all the mock ads are certainly creative.
Take a click through and tell me in the comments what you think! [Fast Company]