For those of you who haven’t seen the latest anti-sexism video from FCKH8, it is somewhat strange. Normally, I really support anything that pushes equal rights for women and raises women’s issues, but this video makes me feel really uneasy.
As some of you may know, there’s been a lot of controversy surrounding the FCKH8 organisation that you can read about here, raising the point that it is, in fact, just a t-shirt company, and this is simply advertising dressed up as a feminist campaign, which has, in turn, sparked comments that it’s the feminists who have done this, rather than FCKH8 itself.
What I find really disturbing about this campaign is that they’ve asked little girls, some who look as young as 5, to swear like sailors for their companies own benefit. This is not an issue of being a ‘girly girl’ or a ‘princess’ like they make out in the ad, but it’s about being a kid. By making these girls swear, they’re probably going to think it’s okay to swear every time they need to get their point across, or whenever they feel that they’ve been treated unfairly.
One of the key things about feminism is teaching girls to be able to intelligently raise their points, and to make people actually take you seriously – one of the main things women struggle with every day. No one in a position of power would take anyone seriously, regardless of gender, if arguments were filled with pointless swearing.
This video really does make me disappointed, and although the messages are important, they just gets lost due to the ‘comic’ value of the little girls swearing.
What do you think of this advert?