• by Richard Whitman , Columnist, March 9, 2016

Not long ago, Badger & Winter Founder Madonna Badger launched a video entitled #WomenNotObjects which pointed out how common the objectification of women is in advertising. It's achieved over 1.7 million views and received quite a bit of press attention. But Badger wasn't finished and just this week her agency launched the WomenNotObjects.com website and a call-to-action video entitled #iStandUp.

The video is a rallying cry to everyone and urges people to stand with their sisters, daughters, mothers and co-workers to create videos of their own to stand on the issue which they are encouraged to post to social media. The video begins by encapsulating the intense focus placed on achieving the perfect  thigh gap, the cutest nose and bulbously botoxed lips. It's almost like one of those futuristic genetic experiments gone horribly wrong.

Of the continued effort, Badger said,“This is not a theoretical discussion, it is one that is supported by scientific data. When companies objectify women in their advertising and content, they’re teaching young girls, just as they are understanding their place in the world, that looks are more important than who you are, how you feel and what you can do. And young boys are getting the message that girls are to be judged on how they look - nothing more.”

The video also shares the absurd length to which marketers have gone in portraying  women as ornaments and window dressing to be labelled, judged and consumed. It then gets into the dark side of online harassment. We then hear from women who share how this imagery affects them. The video closes with the aforementioned rallying cry to stand up and fight against the continued objectification of women.

On the site, the effort's mission is clearly stated, reading, “To end objectification in advertising. To stop the harm it causes. To teach girls that their worth is not their weight, their looks or their body parts, but who they are, what they have to say and what they can do. To support brands that empower women. To inspire the world to find a better way."

The site is collecting hundreds of social media posts tagged with #WomenNotObjects.

Badger, who lost her three daughters in a fire in 2011, added, “What began in January as the agency’s decision to stand up and say no-more to advertising that objectifies women, has led to a global conversation on the subject and has now become a movement. Honoring my daughters with this program has brought greater purpose to what my agency does every day."  

Not long ago, Badger & Winter Founder Madonna Badger launched a video entitled #WomenNotObjects which pointed out how common the objectification of women is in advertising. It's achieved over 1.7 million views and received quite a bit of press attention. But Badger wasn't finished and just this week her agency launched the WomenNotObjects.com website and a call-to-action video entitled #iStandUp.

The video is a rallying cry to everyone and urges people to stand with their sisters, daughters, mothers and co-workers to create videos of their own to stand on the issue which they are encouraged to post to social media. The video begins by encapsulating the intense focus placed on achieving the perfect  thigh gap, the cutest nose and bulbously botoxed lips. It's almost like one of those futuristic genetic experiments gone horribly wrong.

Of the continued effort, Badger said,“This is not a theoretical discussion, it is one that is supported by scientific data. When companies objectify women in their advertising and content, they’re teaching young girls, just as they are understanding their place in the world, that looks are more important than who you are, how you feel and what you can do. And young boys are getting the message that girls are to be judged on how they look - nothing more.”

The video also shares the absurd length to which marketers have gone in portraying  women as ornaments and window dressing to be labelled, judged and consumed. It then gets into the dark side of online harassment. We then hear from women who share how this imagery affects them. The video closes with the aforementioned rallying cry to stand up and fight against the continued objectification of women.

On the site, the effort's mission is clearly stated, reading, “To end objectification in advertising. To stop the harm it causes. To teach girls that their worth is not their weight, their looks or their body parts, but who they are, what they have to say and what they can do. To support brands that empower women. To inspire the world to find a better way."

The site is collecting hundreds of social media posts tagged with #WomenNotObjects.

Badger, who lost her three daughters in a fire in 2011, added, “What began in January as the agency’s decision to stand up and say no-more to advertising that objectifies women, has led to a global conversation on the subject and has now become a movement. Honoring my daughters with this program has brought greater purpose to what my agency does every day."