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B&T > Advertising > Can you 'rebrand' feminism?
Advertising

Can you 'rebrand' feminism?

Staff Writers
Published on: 4th October 2013 at 11:54 AM
Staff Writers
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Three award-winning advertising agencies have attempted to rebrand feminism. How do you think they went?

At the request of Elle UK three big-name London ad shops – Mother, Brave and Wieden & Kennedy – teamed with three different feminist groups to rebrand feminism.

The lifestyle glossy decided to attack notions attached to the term ‘feminism’ as “many feel [it] has become burdened with complications and negativity”.

Mother was asked to tackle gender pay inequality and worked with Charlotte Raven, the editor of Feminist Times.

Wieden + Kennedy teamed up with feminist group Vagenda and was asked to address gender stereotypes in its submission.

Brave was tasked with encouraging women to reconsider embracing the label. The agency worked with teenage campaigner Jinan Younis, who writes for The Guardian offering a student’s perspective on feminists.

Do you think any of the agencies succeeded?

  1. Mother London on pay inequality

‚Äã

  1. Brave on what a feminist is

‚Äã

  1. Wieden + Kennedy on gender stereotypes 

‚Äã

‚ÄãMeanwhile, Elle has just entered the local market. Click here for more.

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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