Monday, September 24, 2018
You are here:

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

By

Robert Goldrich
Friday, Mar. 9, 2018

1429 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

Monday, Sep. 24, 2018

Director/choreographer Hans Emanuel has rejoined Roy Skillicorn’s Chicago-...

Sunday, Sep. 23, 2018

The gothic family fantasy "The House With a Clock in Its Walls" exceeded...

Saturday, Sep. 22, 2018

Comcast has emerged as the top bidder for European broadcaster Sky after a...

Saturday, Sep. 22, 2018

As beguiling and powerful as Jane Fonda is onscreen, she has yet to play a...

Friday, Sep. 21, 2018

SAG-AFTRA has called a strike against advertising agency Bartle Bogle...

Friday, Sep. 21, 2018

Fighting to defend its $81 billion takeover of Time Warner from a...

Recent SPW Releases

Friday, Sep. 21, 2018

For fans of Crystal Pepsi, the drink’s revival could not come too soon...

Friday, Sep. 21, 2018

In The Predator, 20 th Century Fox’s reboot of the sci-fi horror franchise...

Thursday, Sep. 20, 2018

SAG-AFTRA today called a strike against advertising agency Bartle Bogle...

Thursday, Sep. 20, 2018

Still/Life , director Josh Hayward’s new short film, describes a rebirth...

Wednesday, Sep. 19, 2018

Renowned Director Nick Wickham, internationally revered for Concert Films...

Wednesday, Sep. 19, 2018

Spittn Image Creative Director Shawnette Heard and up-and-coming director...

MySHOOT Profiles


Director, Editor
Angel Soto
Director

Director

MySHOOT Company Profiles

Top