Saturday, October 20, 2018
You are here:

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

By

Robert Goldrich
Friday, Mar. 9, 2018

1497 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

Saturday, Oct. 20, 2018

Voicing wake-up calls for new generations to save cinema, oceans and...

Friday, Oct. 19, 2018

Jonah Hill has always wanted to direct. He worships filmmakers and has...

Friday, Oct. 19, 2018

Breaking in as a production coordinator at Grey Advertising NY in the late...

Friday, Oct. 19, 2018

Dattner Dispoto and Associates (DDA) has signed costume designer Genevieve...

Friday, Oct. 19, 2018

WPP ’s commercial marketing agency Geometry has brought Tyler Murray on...

Thursday, Oct. 18, 2018

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

Recent SPW Releases

Thursday, Oct. 18, 2018

Nine Mile Circle provided the visual effects firepower for Win , the new...

Thursday, Oct. 18, 2018

Dozens of entertainment sound professionals put their golf and poker...

Thursday, Oct. 18, 2018

Technicolor Post announced today the appointment of Massimo D’Avolio to...

Thursday, Oct. 18, 2018

Four time Academy Award ® -nominated Production Designer Jeannine Oppewall...

Thursday, Oct. 18, 2018

New York/Los Angeles/San Francisco-based content creation studio BODEGA...

Wednesday, Oct. 17, 2018

StrawberryFrog, the world’s first Movement Marketing company and Cannes...

MySHOOT Profiles


Visual Effects and Animation

Editor
Angel Soto
Director

MySHOOT Company Profiles

Top