After the mobile app against street harassment, here is the next one: this time against sexism in the media. Based on the idea that the consumer makes the ultimate choice in our society by voting with her money, Missrepresentation.org believes we have the right and opportunity to talk back and influence the media we buy. Can we teach the media a lesson and demand a change in how women are represented? Can we together put pressure on certain companies and make them produce different ads? And if at all, will a mobile app help in this?
The NotBuyingIt app is a project initiated by the people behind Missrepresentation who are are partnering with body image experts at Emer.ge to create a mobile app to fight sexist and damaging media and celebrate the positive. It is asserted that 3 out of 4 teen girls feel depressed, guilty and shameful after spending just 3 minutes looking through a fashion magazine. (These seem to be the US stats – but surely cannot be far from the European ones. If we have stats on this at all.)
So how did this idea came about? During the 2013 Super Bowl (the most watched and tweeted about media event of the year in the United Stated) the #NotBuyingIt hashtag was used by thousands and it became a trending topic on Twitter.
For the skeptics, here are some of the past successes from the MissRepresentation website this hashtag has had on Twitter:
- Pressured Amazon.co.uk to remove a line of t-shirts promoting rape in under 24 hours
- Forced America’s leading Halloween costume seller to change how it markets girls’ costumes
- Pressured a solar company to rescind a sexist ad campaign and delete their Facebook page
- Helped get Hallmark to remove a sexist greeting card in under 24 hours
- Helped get two children’s books that promoted gender stereotypes removed from the shelves of Harrod’s in London in under 24 hours
So how will the app work? “Using GPS technology we will pinpoint where the worst advertising is coming from and which communities are most active in fighting back. You’ll have the ability to document all the billboards and posters impacting your local community, putting pressure on brands and local officials to respond. Our scoreboard will keep track of progress in real time, ranking which products are deemed most sexist by the community and which ones we support.”
MissRepresentation has launched a campaign on Indiegogo, where you have 7 days left (till April 28) to contribute to the making of the app. Doubtful? Here is a quick motivational video 🙂
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