Several international advertising awards shows recently announced that they would ask all their jurors to disregard work that objectifies women or perpetuates any gender bias.
This is a powerful move in an industry long known for its motto 'sex sells' leading to an objectification of both men and women.
A campaign #WomenNotObjects was started by a New York ad agency Badger & Winters. Madonna Badger is the chief creative there and began this campaign to counter the harmful images of women.
The aim was to expose how we get used to the way things are and the need to challenge this so-called 'norm'.
The campaign creators googled 'objectification of women' and all the search results were advertising related.
Gordhan says she remembers when she began in advertising one had to tuck one's feminism under one's arm. But that is changing she says.
The Loeries are supporting the campaign, says Gordhan.
It is an opportunity to do work that is fresh and different she adds.
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