Sunday, 28 December 2014

#LikeAGirl: raising feminine consciousness or selling products?

I was at the CDANZ research symposium in November 2014 and had the privilege of listening to Professor Polly Parker from the University of Queensland talking about identity. During her keynote, she showed us the following clip:

The message, on first watch, is powerful. However, what I am finding enduringly powerful about this clip is that this was developed by Procter & Gamble, under the "Always" brand of 'feminine hygiene' products.

And, because of that, I am not sure what to make of it. 

Interestingly, on telling a colleague about this clip, he showed me the Dove one above: again, a company sales pitch on a serious topic.

Both very similar messages about women: be your own cheerleader. Believe in yourselves. Perhaps this should be our take-away.


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