The media world is becoming increasingly sexualised and fixated on appearance. This development is everyone’s responsibility. This campaign has upset some of the companies that were pointed out.
But that is also the intention. Without people becoming upset, there would not be any debates. Without debates, there would not be any awakening and any progress.
Visit the campaign site and see all parts of the campaign. You can also try the interactive module to "Reveal the retouch".
PS Have you also been annoyed by body-fixated music videos, advertising or whatever it may be? Do not hesitate to contact those responsible.
The Letter Campaign
On 31 March 2005 we sent letters to 12 companies. All letters were published simultaneously on Girlpower.se. Half of them were also featured on posters in Stockholm's underground.
In our letters we promised to publish the companies' replies, provided that they really answer our question. The companies had 10 days to reply. We had a limit as to how long the replies could be because we wanted them to be easy to read on the website and in the underground.
On 2 May, slightly more than a month after we sent our questions, the replies were available for reading on the website and also in the underground. Eight companies have responded; four have refrained from doing so. All replies have been published in their entirety.
We recieved replies from almost all the companies we wrote letters to in the beginning of April. You can read all the replies we have recieved here. What do you think? Does it seem like the companies are willing to take their responsibility? Do they take this matter seriously?
On the site the visitors could write their own letters and send them to the same companies. Either to compliment or criticize them.
Outdoor Campaign "Why"
"TV3, TV4 och MTV har tagit beslutet att stoppa projektet Flickas kontroversiella reklamfilmer."IDG