YWCA launches anti-racism & anti-sexism campaign

Adland: 

This week the the YWCA USA launched a national advertising campaign that points out the subtle and not so subtle existence of racism in society and how it affects people. Currently running on MTV, MTV2, BET and in various online venues. The campaign includes national television, online, radio and print.

Created by Bozell & Jacobs and directed by Bronwen Hughes (film director of Forces of Nature and Stander), two spots kick off the campaign.

The first, "Unspoken," illustrates the many subtle ways that racism occurs in everyday situations, from a man shunning another of a different race as they enter their identical apartments to a Native American child sitting alone as an outcast while other children play around him on a playground.

The second, "Little Girls," demonstrates the blatant ways that women and girls are routinely devalued in today’s society. This spot uses harsh music lyrics as a metaphor for the underlying opinions and attitudes that are still commonly accepted. Visually, the spot celebrates the enthusiasm, innocence and spontaneity of little girls, while the soundtrack emits jarringly derogatory rock, hip hop, pop and country music lyrics.

View the ads at YCWA.orgs website

Comments (2)

  • Dabitch's picture
    Dabitch

    That old trick of juxtaposing a very different sound to sweet images works well.

    For the girls film in Quicktime, look here in the archive.

    Hehee, I said juxtaposed. I feel so art school now. ;)

    Feb 05, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Doesn't anyone else see the irony about sexism in an org that only allows one gender to join, while their equiv org (YMCA) allows both genders

    Jul 25, 2011

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