Sunday, August 18, 2019
You are here:

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

By

Robert Goldrich
Friday, Mar. 9, 2018

2179 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

Sunday, Aug. 18, 2019

The R-rated comedy, left for dead by some Hollywood studios, again reached...

Sunday, Aug. 18, 2019

Rocky Bleier thought he made peace with what happened in a rice paddy in...

Saturday, Aug. 17, 2019

Richard Williams, a Canadian-British animator whose work on the bouncing...

Friday, Aug. 16, 2019

Actor Peter Fonda, the son of a Hollywood legend who became a movie star...

Friday, Aug. 16, 2019

Robin Thede knew plenty of talented African-American female comedians, but...

Friday, Aug. 16, 2019

Film director/still photographer Dewey Nicks has joined CoMPANY Films --...

Recent SPW Releases

Wednesday, Aug. 14, 2019

To coincide with the fall Awards Season, the SHOOT® 2019/2020 10th Annual...

Friday, Aug. 16, 2019

The 3D Design + Motion Tour , an unprecedented global learning event, will...

Thursday, Aug. 15, 2019

Killer Tracks , a Universal Publishing Production Music company, has...

Wednesday, Aug. 14, 2019

The American Society of Cinematographers (ASC) is now accepting entries...

Wednesday, Aug. 14, 2019

Nina Saxon, one of the entertainment industry's leading designers...

Wednesday, Aug. 14, 2019

Fourteen producers representing eleven projects in TV, film, and...

MySHOOT Profiles


Director

Director, Producer

MySHOOT Company Profiles

Top