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    #Femvertising Award Winners Honored At Advertising Week NY

    By SHOOTUpdated:No Comments6508 Views
    A scene from the “Rule Yourself: Women’s Gymnastics” spot for Under Armour, directed by Martin de Thurah of Epoch Films for Droga5, New York.
    NEW YORK --

    SheKnows Media, a women’s media company with 81 million unique visitors a month and 302 million social media fans and followers, announced the winners of the 2016 #Femvertising Awards, an annual awards program launched in 2015 honoring brands and agencies that challenge unattainable beauty standards and gender stereotypes through pro-female advertising.

    This year’s winning #Femvertising Awards campaigns include:

    • Dadvertising – a new category for ads that break away from traditional gender roles: Dad-Do by Pantene
    • Humor: The Bud Light Party: Equal Pay by Bud Light
    • Inspiration: Rule Yourself: Women’s Gymnastics by Under Armour
    • Next-Generation: Why Girls Can’t Code by Girls Who Code
    • People’s Choice: Red Elephant Foundation
    • Social Impact: #WomenNotObjects by Badger & Winters

    The campaigns above were ultimately chosen by a high-profile panel of judges hailing from organizations such as The Commission on Gender Equity, Instagram, Ms. Foundation for Women and RAM Trucks, as well as nearly 7,000 votes when the awards program opened to the public in July. SheKnows Media also gave two additional awards as part of this year’s #Femvertising Awards:

    Tweens and teens that belong to Hatch, SheKnows Media’s award-winning, cause-driven digital storytelling and media literacy program for kids, selected Organic Valley’s Real Morning Report ad for the Hatch Kids Award.

    SheKnows Media executives and editors named General Mills the winner of the Wildfire Award for requiring that women and people of color comprise 50% and 20%, respectively, of the creative departments at the ad agencies it works with.

    The 2016 #Femvertising Awards winners were announced at Advertising Week New York during SheKnows Media’s panel on Next-Generation #Femvertising, where it also revealed findings from a new survey on the pro-female ad movement. Top-level findings from the July 2016 survey of nearly 4,000 women and men show a significant disparity between women and men when it comes to the harm ads that objectify women can have: While 97% of women and 90% of men believe ads shape the way society views women, only 65% of men think portraying women as sex symbols is harmful, compared to 90% of women. The survey also showed that a majority of women purchase products from brands whose ads positively portray them.

    “We believe that pro-female advertising can have a long-lasting impact on the bottom line while improving social acceptance and empowering women,” said Samantha Skey, president and chief revenue officer, SheKnows Media. “As a women’s media company, we feel it is our responsibility to prove it through proprietary research and by honoring brands that stand by women–both culturally and from a marketing standpoint. Congratulations to the winners of the 2016 #Femvertising Awards, all of which offer proof that pro-female advertising is not only the right thing to do ethically, but is instrumental in building better, more authentic relationships with this all-important consumer group.”

    Category:News
    Tags:#Femvertising AwardsAdvertising Week New York



    Review: Rachel Morrison Makes Feature Directorial Debut With “The Fire Inside”

    Monday, December 23, 2024

    "The Fire Inside," about boxer Claressa "T-Rex" Shields, is not your standard inspirational sports drama, even if it feels like it for the first half of the movie.

    There's the hopeless dream, the difficult home life, the blighted community, the devoted coach, the training montages, the setbacks and, against all odds, the win. We've seen this kind of story before, you might think, and you'd be right. But then the movie pulls the rug out from under you: The victory is not the end. "The Fire Inside," directed by Rachel Morrison and written by Barry Jenkins, is as much about what happens after the win. It's not always pretty or inspirational, but it is truthful, and important.

    Sports dramas can be just as cliche as fairy tales, with the gold medal and beautiful wedding presented as a happy ending. We buy into it time and time again for obvious reasons, but the idea of a happy ending at all, or even an ending, is almost exclusively for the audience. We walk away content that someone has found true love or achieved that impossible goal after all that work. For the subject, however, it's a different proposition; Life, and all its mundanities, disappointments and hardships, continues after all. And in the world of sports, that high moment often comes so young that it might be easy to look at the rest of the journey as a disappointing comedown.

    Claressa Shields, played by Ryan Destiny in the film, was only 17 when she went to the 2012 London Olympics. Everything was stacked against her, including the statistics: No American woman had ever won an Olympic gold medal in the sport before. Her opponents had years on her. She was still navigating high school in Flint, Michigan, and things on the home front were volatile and lacking. Food was sometimes scarce... Read More

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