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Can you 'rebrand' feminism?

Can you 'rebrand' feminism?
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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

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  1. Brave on what a feminist is

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  1. Wieden + Kennedy on gender stereotypes 

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