More and more ads are embracing girl power.
"Femvertising" ads -- advertisements that aim to celebrate and empower women and girls -- have made a splash over the past few years. And there's no sign of them slowing down.
In October 2014, women's lifestyle website SheKnows asked 628 women about their views on advertising. Ninety-one percent of respondents said that the way ads present women impacts girls' self-esteem, and 94 percent thought that showing women as sex symbols in ads is harmful. Given that women make 85 percent of consumer purchases, the fact that brands are taking women's opinions into account when creating their campaigns is good business sense -- and a positive step in the right direction.
This year, I helped judge the SheKnows 2015 Femvertising Awards, which recognizes companies "building awareness-generating, stereotype-busting messaging and images into ads that target women and girls."
Over 100 brands advertising everything from tampons to trucks entered the contest, and 12 were chosen as finalists, from which four ads earned wins.
Here are five awesome ads that were Femvertising Awards finalists and winners.
"First Moon Party" by HelloFlo
A hilarious look at what happens when a mom celebrates her tween daughter's first period with an over-the-top party.
"My personal mission and the mission of the business is to normalize the conversations we have about women's bodies so that we can live healthier lives," Naama Bloom, the Founder and CEO of HelloFlo, told The Huffington Post.
"This Girl Can" by Sport England
This ad promoting physical activity reminds women that healthy bodies and perfect bodies are not the same thing.
"We want to tell the real story of women who exercise and play sport," Jennie Price, CEO of Sport England, said in a press release. "They come in all shapes and sizes and all levels of ability. They have a myriad of reasons for doing what they do. If you are wondering if you should join them -– or carry on -– this campaign says it really doesn’t matter if you are a bit rubbish or completely brilliant, the main thing is that you are a woman and you are doing something, and that deserves to be celebrated.”
"#LikeAGirl" by Always
A reminder that doing something "like a girl" isn't always a bad thing.
"When the words 'like a girl' are used to mean something bad, it is profoundly disempowering," Lauren Greenfield, filmmaker and director of the ad, said in a press release.
"Where Are the Girls on the Money?" by Women On 20s
Women On 20s
A campaign to get women represented on U.S. currency.
We wanted the conversation about what's missing in our history lessons to reach across the nation, and it ended up reaching across oceans," Susan Ades Stone, Executive Director of Women On 20s, told The Huffington Post. "We wanted change and we're going to get it. The question remains, how quickly and how broadly."
"World's Toughest Job" by American Greetings and Cardstore
American Greetings and Cardstore
This is what would happen if you interviewed candidates for the job moms do.
"I've always wanted 'made to order dimples!'" -- said no woman ever.
If men hate the sight of you, tell them to kindly step off.
"Gap-osis:" the most offensive way to say "perhaps you should visit a tailor."
Um, actually it is -- and a perfectly desirable one at that.
Because every woman wants to fix "flaws almost invisible to the ordinary eye." Nightmares.
We've already ordered these for the office so we can stay warm all day (while we exercise our intellect).
Take note ladies, use the wrong deodorant and you will be alone forever.
Has your partner refused to kiss you lately? Buy Tangee lipstick! Or dump her/him.
We think dishpan hands should be a source of pride. It means that you wash your hands...
Well, this one isn't going for any subtlety.
Thankfully, we aren't being told that Lysol is an effective form of contraception anymore.
To read more about this dangerous trend head over to Mother Jones