menu

‘Girl-Positive’ Ad Campaigns Support Feminist Consumer Discourse

‘Girl-Positive’ Ad Campaigns Support Feminist Consumer Discourse
Advertising

Ads geared toward girls that open positive discussions about puberty and women's health.

Hilary Weaver
  • 2 july 2014

Mid-June seemed to be the “time of the month” for women and girl-positive ad campaigns coming from feminine care and beauty companies, and the Internet has seen a flow of positive public reaction. Two weeks ago, Hello Flo, a company that provides starter kits for girls beginning menstruation, introduced their second humorous ad featuring language that  many companies often avoid  by employing phrases like “lady’s days” or using an unidentifiable blue liquid to represent menstruation.

HelloFlo’s first attention-garnering ad aired last summer, featuring a young girl who was the first at camp to get her period and subsequently took rank as the “Camp Gyno,” providing women’s health products to campers. This year’s ad, featuring a young girl who lies to her mother and friends about  getting her period and joining “the blood sisters” club, is subjected to embarrassment when her mother, who’s aware of the deceit, throws her a “First Moon” party. The party games include  “pin the pad on the period” and “bobbing for ovaries,” featuring phrases and language often silenced in the ad world.


With the release of both of Hello Flo’s snarky and creative takes on maturation and puberty, the ad encourages a healthy dose of discourse about the realities of puberty that are never usually discussed, even in tampon commercials.

Another direct approach was taken by Always, a long staple of women’s health care products. With a commercial that addressed the phrase “like a girl,” Always tackled the stereotypes that we so commonly associate with women in sports. After asking women to “run, fight or throw like a girl,” the ad turns around this negatively associated adage, ending with the phrase, “Why can’t ‘run like a girl’ also mean ‘win the race?’ ”

When ads like these from Hello Flo and Always are released into the public, those who lurk outside of Jezebel and usual forums for feminist discourse take notice. But these  ads have caused question in the feminist media communities about whether asking  if using feminism as a platform is a ploy for corporations to gain profit. In an  opinion piece about Pantene’s “Sorry not Sorry ad,Bust asks whether “inserting feminist discourse” defeats the purpose of using it.

But regardless of the problems that might exist within them,  the apparent effects of these ads, such as the  the #likeagirl campaign, are inspiring millions of interactions on Twitter. People are watching, listening and talking, and that’s always a great start.

Advertising
Trending

Volvo's Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

Automotive
Automotive Yesterday

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Yesterday

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances

Trending

Get PSFK's Related Report: Future of Advertising

See All
Design & Architecture Yesterday

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

Becky LaFranchi

Designing Rooms For Productivity

Design Yesterday

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Yesterday

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Yesterday

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Yesterday

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Yesterday

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

Fashion Yesterday

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Yesterday

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Europe Yesterday

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

Children Yesterday

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Yesterday

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

No search results found.