Last November, an article, I wrote, was published in Destiny Magazine and I thought I should share it on my blog. It was written from the point of view of Leigh – the Advertising Professional, but as I am sure most moms can agree, putting my mom hat away isn’t that easy.
So with no further adieu…
“Last year I became a mom and while I was pregnant, the weight of the responsibility about to devolve on me was brought to bear. I was struck by all the fears and anxiety around raising a little human being into a happy, stable, respected and respectful adult. But then I had a girl.
I have been working in advertising for ten years and while the typical portrayal of women in media has often irked me, once I became responsible for the future of a girl in this world this feeling of discomfit became glaringly inescapable. What did the future look like for my little girl? Was she destined to be objectified, belittled and boxed? Would her world be limited to the flawless home executive, the ditsy blonde with a great rack, the bossy insufferable ball buster, the airbrushed bikini model staring temptingly into the camera or the apologetic and flustered personal assistant to Mr. CEO?
I’m not the only one feeling the need to shed light on these stereotypes of women and expand the world of a girl as shown by media. This is a social and cultural shift gaining momentum around the world. Madonna Badger, Chief Creative Officer of Badger & Winters advertising agency in New York City took up the torch for all women and their objectification within advertising. She challenged the norms of how women are portrayed in advertising and the old ad adage of “sex sells”, turning this glib assertion on its head by ultimately questioning “sex sells”, but to who? Definitely not to women, who are roughly 50% of the world’s population, a group that in most countries have incredible buying power and influence. Badger asserts that this shift is not only the right thing but also the smart thing to do.
A particularly noteworthy example that magnifies the deep need for new and different representations of women is the statue of the Fearless Girl that was raised on Wall Street defiantly staring down Corporate America, a gender inequality stronghold, symbolised by the Wall Street Bull. This little statue has not only become a huge part of America’s social cultural landscape but she has shaped it. And her reach is not limited to the borders of the USA: her impact is felt much further afield. I’d even go as far as calling her a modern-day Statue of Liberty. A shining beacon of hope for all women and their future in the world.
Unfortunately, not everyone thinks this way. There are still those who see this topic as “typical” of attention-seeking, hysterical females. But such shortsightedness will cost these denialists dearly as they fail to remain relevant in a changing world and they fail to future-proof their businesses.
So, if it takes more fearlessly hysterical females to ensure a shift in stereotypes, then let’s all become a little more hysterical and whole lot more fearless. As part of an industry that is a powerful social influencer, my silence and inaction is not only wrong but foolish. But as a mother of a daughter my silence and inaction is not only foolish but unforgivable.”
Destiny Magazine, November, 2017