This is a social marketing campaign developed by UN Women, a UN organization that focuses on the gender equality. The campaign was developed to illustrate how widespread sexism still exists.
The ads are based on real google search auto-completes. These searches were conducted on 09 March 2013.The ads then put the text of the autocompletes over the mouths of the women - as if to silence them. The varying ethnicities of the women suggest that the disparaging opinion of women exists across cultures
The campaign reveals the apparatus. It makes visible the information practice and the research and incorporates it into the final aesthetic and the message of the campaign. These aesthetic codes communicate a certain truth and act as an acurate reflection of who and how we are.
Does the fact that this is exclusively a social marketing campagin change the impact of the message, as opposed to Benneton which was using a social issue for commercial purposes?
When we put it at the intersection of aesthetics and information practices to reveal a fact and pose a question - is this successful?
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