Wednesday, October 17, 2018
You are here:

BBDO NY Launches "It's Time To Redefine" Public Awareness Campaign

By

Robert Goldrich
Friday, Mar. 9, 2018

1483 views

Log in or register now!

To mark International Women’s Day, BBDO New York has launched “It’s Time to Redefine,” a public-awareness campaign designed to challenge the definition of a woman as it currently appears in online dictionary resources.
 
A review of these sources reveals that the existing definition of “woman” includes terms such as “servant,” “mistress,” and “prostitute.” “It’s Time to Redefine” is intended to spark a movement and to change the definition. The campaign includes a public service announcement and an online petition. It calls on people to sign the petition to help bring to light the disparities in the online definition of “woman” and, instead, to celebrate the countless contributions women have made in society.
 
“Words matter,” said Kirsten Flanik, president and CEO, BBDO New York. “Words have the power to determine how people feel about themselves and, ultimately, what they believe they are capable of. To achieve women’s equality, a great place to start is by choosing words that accurately and positively reflect woman.”
 
This PSA video featuring comedian Akilah Hughes encourages online dictionary platforms to revisit their description of “woman” to remove anything degrading or disrespectful. She encourages these resources to replace these definitions with words that reflect women in a more empowering and uplifting light, illustrating the countless contributions women have made in society. Importantly, the PSA directs people to itstimetoredefine.com where they can sign a petition to have the definitions changed. 
 
The campaign is also promoting the #ItsTimetoRedefine hashtag to help spread the word.   

Credits

Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Storm Smith, Raymond Li, art directors; Andy Deaza, copywriter; Lucy Bennett, influencer manager; Jessica Nugent, production services director. Production BBDO Studios Jessica Jacklin, director; Michael Gentile, executive producer; AJ Rowe, studio producer; Billy Siegrist, DP; Jonathan Hsu, line producer. Editorial EG+ Andrea Havis, editor; Danielle Knight, Monique Robertson, producers

Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/75490/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/75490/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/75490/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/75490/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Wednesday, Oct. 17, 2018

If Instagram is the dream vacation you’ll never go on and Facebook is...

Wednesday, Oct. 17, 2018

It's fall of 1960 in Montana when we meet the Brinson family in "Wildlife...

Wednesday, Oct. 17, 2018

Can there be a "Roseanne" without Roseanne? The answer is yes, indeed...

Tuesday, Oct. 16, 2018

R/GA has hired Tiffany Rolfe as U.S. chief creative officer. In this role...

Tuesday, Oct. 16, 2018

President Trump reached 11.7 million viewers for his “60 Minutes”...

Tuesday, Oct. 16, 2018

The American Film Institute (AFI) unveiled the films that will play in the...

Recent SPW Releases

Wednesday, Oct. 17, 2018

Multi-disciplinary production company Spittn Image and founding EP Melissa...

Wednesday, Oct. 17, 2018

International production company Park Pictures and award-winning feature...

Wednesday, Oct. 17, 2018

Full-service production and post company ELEMENT has become the official...

Tuesday, Oct. 16, 2018

At the Adobe MAX creativity conference, LANDR Audio Inc. announced the...

Tuesday, Oct. 16, 2018

The Hollywood Music in Media Awards (HMMA) announced today the nominees...

Tuesday, Oct. 16, 2018

The International Cinematographers Guild (ICG, IATSE Local 600) has named...

MySHOOT Profiles


Director, Editor
Jeff France
Director

Cinematographer, Visual Effects and Animation

Director

MySHOOT Company Profiles

Top