The choice of beach volleyball is a strategic one, as the sport suffers more than most from baked-in bias, due to being played under hot conditions and in minimal clothing. But while beach volleyball may be one of the most obvious sports in terms of misdirected attention, the problem is a global one. As a result, key sports influencers including Cricket commentator Kass Naidoo, Netball star Bongi Msomi, LUX Brand Ambassador Zozibini Tunzi have thrown their considerable online and real world influence behind the campaign, helping to spread the QR code and its underlying message.
And the issue is not just confined to the sports arena. Objectification is a global issue – from film sets to the streets – and the vast majority of women globally, have been subject to it at some point in their everyday lives. Which is why the ‘Change The Angle’ campaign is only the first step in highlighting a much broader cause.
To that end, LUX has partnered with South African NGO, Sonke Gender Justice, to work towards helping women in South Africa to combat street harassment by affecting sustained behaviour change amongst men and boys. This partnership aims to change social norms that reinforce everyday sexism by training religious and community leaders, media personnel, teachers and student influencers to create communities that are safe spaces for women to express their beauty, fully and authentically.
“Ultimately our goal is to make people think about how female athletes – and women in general – are judged by appearances rather than performances. We want to show the world that focusing on women’s bodies, rather than their abilities, is a form of sexism that needs to be challenged,” says Marco Versolato, CCO at Wunderman Thompson Singapore. “The ‘Change The Angle’ campaign website offers six simple guidelines to effect change in how female athletes are portrayed – and we hope that everyone who’s keen to see change will spread the word.”
“This is a bold and powerful move for a beauty brand like LUX to take, and it makes me even prouder to be a part of the LUX family. I am hoping to see the change that we need in the sports fraternity so that women athletes are celebrated for the amazing talent that they have rather than being objectified in a sexual manner. I encourage everyone to do what they can to participate and push media in South Africa and across the world to #Change the Angle” Says Zozi Tunzi former Miss Universe.
“LUX has been fighting against everyday sexism for years now. Wherever it shows up” says Bas Korsten, Global CCO at Wunderman Thompson. “The media and specifically sports media have been contributing to the objectification of women by the way they point their cameras. Influencing millions and millions of people watching these sports events. It’s time the media start acknowledging and owning their role. Start changing the angle of their broadcasts. There’s so much beauty and strength in these incredible performances. Let’s focus on that!”
from Digital Marketing Education https://ift.tt/fByLGnc
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