Can One Ad Agency Put A Dent In Sexist Advertising?

Badger & Winters leads #WomenNotObjects. Will other agencies follow?

By Sowmya Krishnamurthy

Buy objects, not women. Earlier this month, ad agency Badger & Winters shared a visual showing how companies objectify women. In #WomenNotObjects, we see how fashion and food companies like Balmain, Tom Ford and Carl’s Jr. treat women like pieces of meat.  

“We are taking a stand today that we will never objectify a woman again in any of the advertising, content, posts — any form of communication that we do for any of our clients,” said the ad agency’s owner, Madonna Badger to WWD.

The agency has done work for clients like Avon, Coty, Chanel, Diane von Furstenberg and Vera Wang.

According to Badger, women make about 75 percent of all purchasing decisions and only 11 percent of advertising creatives are women. It's a major imbalance and women are essentially paying for negative images of themselves. Sexist advertising can have serious side effects. "The average age of a little girl who goes on a diet is seven, and over 81 percent of 10-year-olds think they're fat," said Badger. These ads do “real actual harm because, when we objectify women, women tend to self objectify. So we turn that lens on ourselves.”

Hopefully other companies will follow the lead. 

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