Advertising and Women, an Endless Topic

There are four women in my immediate team. And we actually didn't talk about 'women in advertising'. This topic turned out to be like a river – meaning transparent to us, because we are women and we work in advertising. We didn't talk about it until the day we did.

Femvertising. The presence of women in the advertising industry and their absence. Composition of competition juries. Subjective role, objective role. Expanding target audiences. Stereotypes in messages. Breaking stereotypes in messages. Propriety. Theory in the agency and remuneration in reality. Sexism. Ageism. Girl power. Female power. Topics that are taboo and topics that are no longer taboo. Women empowerment. Silver generation. Body positive. Feminatives.

Well, be a lady, they said.

Out of Curiosity

We asked ourselves a question: will a naked person in an advertisement for, for example, roof tiles be accepted in the same way as a naked or even clothed person talking about menstruation or sex? Someone who isn't advertising anything? What about this conventionality and understanding of what is pretend and what is serious?
A series of spots emerged out of curiosity.

It Started as Usual

It all started with Kasia Koczułap from 'What about sex'. When it turned out that Kasia Koczułap wanted to go out into the streets with us (sic!), we thought about having other women and girls accompany her. Women who do various things for themselves and for others, with different experiences and perspectives. This is how a series of spots about female energy, body, and soul was created. A series conceived by women, created by women, coordinated by women, addressed not only to women.
And no, not just about sex.

We invited Sylwia Chutnik, Joanna Jezierska, Medbabki, Women Without Diets, Kaya Szulczewska, Kasia Milewska, Ilona Bekier-Ekwa, Cosmos for Girls, Beata Pawlikowska, Joanna Frejus, Marta Niedźwiecka, Irena Wielocha, Natalia Miedziak-Skonieczna, the girls from Girls ROOM magazine, Joanna Mudrowska, Enthusiasts, Agata Napiórska and Marta Mach from Zwykłe Życie, Julia Mirny, Karolina Sulej and we said: we are giving you space, say what you want other girls, other guys, in general: other people to hear.
What do you do, what are you involved in, what is important to you?
What do you think is important, what do you talk about and what do you want to talk about publicly, in the streets.

We Give the Floor

Kasia Koczułap:

“I am very grateful for the opportunity to reach people with content related to sexuality beyond the Internet and the online world. It is important that sex education has the chance to reach all people who need it, including those who do not have access or do not seek such content on a daily basis.”

Kaya Szulczewska:

"I decided to participate in the campaign because I would like to promote a body-positive approach to life. "Body-positive, meaning one that teaches us respect for the body, regardless of whether it's our body or someone else's. When I started my activity on the Internet over 2 years ago, I dreamed that one day I would take this topic to the streets. I want to educate and help people build a better relationship with their bodies on a large scale, I want to teach self-acceptance and tolerance for the bodies of others. I think body positivity mainly reaches women, because women face greater pressure for an ideal appearance and to strive for a canon. However, many men learn from this for themselves, because they also have problems accepting their bodies. Body positivity is a lesson in solidarity, listening, and openness to the stories that each body carries. It is a lesson in empathy, compassion, and wise care, filled with tenderness for oneself and others."

Natalia Miedziak-Skonieczna:

"I decided to participate because the Ciałobrazy project, which I am implementing, carries the message that we are all "enough", we lack nothing, regardless of age, gender, or appearance. "I felt that this idea perfectly corresponds with this campaign. In my project, I focus on the human body, its connection with nature, and the subtle relationships that form between people, and I believe it is worth familiarizing people with natural nudity, a positive attitude towards the body, and being close to nature, of which we are, after all, a part."

Joanna Jezierska:

"For over a dozen years I have been working in advertising, and for just as long I have been an activist involved in the women's movement. Among others, I support #SEXEDpl in activities for education and equality. Your campaign is a great way to reach people, to give space to topics that we still talk too little about. I liked the promotion of health, sex education, body positivity, female strength, and expression. I like the diverse voices of experts, educators, certified therapists, as well as artists, activists, people who bring good energy. Thanks to this, such difficult issues as intimacy, freedom in sex, setting boundaries, the right to be oneself, are approached from different angles, they do not distance, but naturally permeate our environment.
This is a campaign that should concern everyone, sensitize women and men, and interest both younger and older people. "Although I realize that when we say: feel good in your body, get to know it, touch it, check what gives you pleasure, stop dieting, free yourself from stereotypical thinking... we primarily capture the attention of girls. And that's great."

Why and What for Do We Do this?

Because we want to. Because we can. We have tools in the form of MORE screens, we know superwomen who do important and wise things for people, regardless of gender identification. We are curious about other perspectives and we believe in communication. We work in advertising, which is changing and will change as society changes. When we discover that we are different, that women are different, and that's okay.

Finally, a word from Sylwia Chutnik. Remember, you decide your own life.