Ad of the Day: Worrying film exposes rampant online sexism
A damning report about modern-day sexism from the French High Council for Equality spurred ad agency BETC Paris to make this hard-hitting film.
In recent years, rampant sexism on social media has become more and more prevalent. Sites like YouTube and TikTok are a hotbed for degrading content towards women and it is not hard to stumble upon hyper-masculinity and misogynistic rhetoric.
On the heels of a report last year from the French High Council that highlighted this scary reality, BETC Paris has created an ad campaign that aims to fight the growth of sexist content online.
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“The worst thing is that - instead of getting reduced - the amount of sexism among young people is growing and we are witnessing violences that was previously unseen in our era,” says Mercedes Erra, founder of BETC Paris.
“We were shocked by the report from the French High Council for Equality. I believe that we need to be radical and not let anything slide.”
The film contrasts comments made in the 1970s with equally shocking remarks that are still found online today.
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“9 out of 10 women say that they’ve faced some sexism. It is an important issue that needs to be tackled right away because sexism leads to horrible violences,” added Sylvie Pierre-Brossolette, president of French High Council for Equality.
“We hope that these shocking lines and images will help people understand that we need to act quickly. Thank you to BETC Paris for their creativity and the commitment of Mercedes Erra for this excellent PSA.”
The campaign is running across TV, radio and online.
Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.