Despite significant strides in women’s rights, outdated legislations still oppress women in over a third of the world’s nations. These laws not only restrict women’s career choices but also impose stringent regulations on their appearance and conduct. The launch of The Most Illegal Beer serves as a stark reminder that gender inequality remains a pressing issue in 2024, depriving women of the same liberties and opportunities afforded to men.

Sophie Tschannett, the visionary behind Muschicraft, emphasizes, “With The Most Illegal Beer, Muschicraft aims to expose the archaic, discriminatory laws ingrained within legal systems worldwide and advocate for accelerated progress towards gender equality.”

Women hailing from diverse corners of the globe, including Russia, Uruguay, Italy, Sri Lanka, Madagascar, and the USA, joined forces to create this unprecedented brew. By intentionally involving women in every stage of production and distribution, the beer flouts numerous laws in their respective countries. From producing alcohol (illegal in Lebanon) to engaging in tasks deemed “men’s work” such as cleaning machinery and carrying heavy loads, these women challenge societal norms and legal restrictions.

“Our beer serves as a bold statement against the patriarchal norms dominating our world. In a society where beer is labeled as a ‘man’s drink’ and rules are crafted by men, we seek to disrupt these conventions,” asserts Tschannett. “Change begins with dialogue, and our intention is to spark conversations about gender equality and the steps needed to achieve it.”

Launched on International Women’s Day 2024, proceeds from The Most Illegal Beer sales will support Women For Women International, a global organization dedicated to advancing gender equality. Additionally, the beer will be dispatched to ministries of justice and legislative bodies in countries with regressive laws, with the aim of catalyzing legislative reforms.

Available for purchase online from March 8th, The Most Illegal Beer is a collaborative effort between Muschicraft and Berlin-based brewery Vagabund. Supported by partners such as Amorelie and Crack Bellmers, this project underscores the power of collective action in challenging systemic injustice. From its conception to production and beyond, The Most Illegal Beer epitomizes the spirit of defiance against gender-based discrimination, paving the way for a more equitable future.

[Disclaimer: This article is provided for informational purposes only. The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any agency or organization mentioned.]

The average salary difference between men and women is referred to as the gender pay gap. According to the Federal Statistical Office of Germany, women earn 21% less than men on average.

There is an unadjusted and adjusted pay gap. The latter takes into account the structural differences regarding the employment of men and women. For example, women are more likely to work in social, lower-paid occupations, work part-time more often and are less likely to have managerial positions.

The adjusted pay gap is 5.5%. Hence, the pay gap in Germany is vast compared to other European countries, with only Estonia and the Czech Republic having a more significant difference.

Jung von Matt/SAGA and Terre Des Femmes’s Gender Salary Experiment proves that gender plays a much bigger role than one would care to admit. In the world’s first, the non-profit organisation sent three transgender people to a job interview twice: once as a man and once as a woman. Two almost identical resumes were developed so that the “two” candidates bring the same skills and experience to the table. The interviews were filmed with hidden cameras, showing how women are treated differently than men, especially regarding their paycheck.

Credits
Campaign: Gender Salary Experiment
Advertiser: Terre Des Femmes
Agency: Jung von Matt Group
Production Company: Jung von Matt AG, Hamburg
Production Company (additional): e+p films GmbH, München
Public Relations Agency: Achtung! GmbH, Hamburg

Hijack Hollywood’s favorite tactic. They created a For Your Consideration campaign, which Hollywood normally uses to promote movies for awards, to promote women in Hollywood. Not for an award. For a job.

The campaign features posters that spotlight women writers, female directors, composers, producers, females in film industry, and actors with endorsements from notables in entertainment like Quincy Jones, Spike Lee, Sia, Diane Warren, Ang Lee, Issa Rae and Sir Patrick Stewart.

For more information visit: https://womeninfilm.org/fyc/

Credits
Agency Network: Saatchi & Saatchi
Holding Company: Publicis Groupe

The World’s To-Do List – As world leaders meet at the United Nations this week, this film serves as a big reminder of what we need to do to achieve the #GlobalGoals

From 20-26 September, a group of the world’s biggest companies and brands will be launching a major awareness campaign, led by Project Everyone, to show their support for and action towards achieving the 17 Global Goals for Sustainable Development – a plan adopted by all UN member states in 2015 to end poverty, conquer inequality and tackle the climate crisis by 2030. The activation is part of Global Goals Week – an annual event to mark the anniversary of the Global Goals during the UN General Assembly.

The World’s To-Do List is associated with Goal 1 – No Poverty, Goal 2 – Zero Hunger, Goal 3 – Good Health and Well-being, Goal 4 – Quality Education, Goal 5 – Gender Equality, Goal 6 – Clean Water and Sanitation, Goal 7 – Affordable and Clean Energy, Goal 8 – Decent Work and Economic Growth, Goal 9 – Industry, Innovation, and Infrastructure, Goal 10 – Reduced Inequalities, Goal 11 – Sustainable Cities and Communities, Goal 12 – Responsible Consumption and Production, Goal 13 – Climate Action, Goal 14 – Life Below Water, Goal 15 – Life on Land, Goal 16 – Peace, Justice and Strong Institutions and Goal 17 – Partnerships for the Goals.

Credits
Advertising Agency: Karmarama
Client: The Global Goals
Campaign: The World’s To-Do List
Website: https://worldstodolist.org/

Brastemp launches ‘Washing Away Excuses’ with spot directed by Landia’s Aline Lata

“Doing the laundry is everyone’s job; our society can no longer tolerate a gender-based division of tasks,” says Allyne Magnoli, Marketing Director at Whirlpool, which owns the Brastemp brand. “With that in mind, we include in the campaign (in)famous excuses given by family members who do not engage with tasks in the laundry room, preferring to ‘outsource’ the work.

Some of those excuses, which range from “I never learned how to do it” to “I was going to, but you beat me to it,” are the basis of “Washing Away Excuses,” a playful and intelligent campaign from FCB Brasil.”

Some excuses have been printed on t-shirts sent to about 200 opinion leaders, including journalists and influencers. When the shirts are laundered, the excuses disappear to reveal the message “Household chores are everyone’s chores.” A small number of shirts were also sold on an online pop-up store, enabling people to send them as a “gift” to a partner or significant other.

When it comes to the division of household tasks, gender inequality in Brazil is real. A 2018 study by IPEA found that while 93% of Brazilian women are responsible for laundry, only 56% of their partners do the household task regularly.

Credits
Brand: Whirlpool
Product: Brastemp
Agency: FCB Brasil

Marking the occasion of the International Breast Cancer Awareness Day, Hermana, the first Argentine agency created from a gender perspective, developed the new campaign for MACMA, Donde Quiero Estar and Directorio Legislativo. The goal was to change the point of view: what if in addition to telling women to have check-ups and treatments, we ask ourselves what the barriers they have to face?

A Day To Be Aware (#DetectemosLoDemás in the original Spanish version) is a mobilizing video co-created with breast cancer patients and former patients who shared their real stories. The process also had a special focus on incorporating female creatives and director. It was directed by Dana Campanello (Poster), with a diverse casting that included the participation of feminist activists like the plus-size model Brenda Mato and actress Dolores Fonzi.

Fear, lack of self-care, beauty stereotypes, bureaucracy, and ineffective policies are some of the invisible barriers that surround early detection and the path of treatments the disease requires. “We need public policies that work on breast cancer not only as a public health issue but also as a gender issue, we believe that policy should eliminate the barriers that women have to access early and accurate diagnoses, and also to treatments, no woman should have to face the bureaucratic difficulties that many are going through today”, says Noel Alonso Murray, executive director of Directorio Legislativo.

“This is a campaign that was done co-creating and collaborating between women and from a place of empathy. We are excited to be able to make visible the realities and stories that are not told, that many times are lost between all the slogans and pink ribbons, we do not want the same thing that happened before with International Women’s Day to happen with breast cancer, we want this day to call us to address gender inequalities “, said Melanie Tobal, Co-Founder and ECD of Hermana.

Cintia González Oviedo, Co-Founder and Head of Strategy at Hermana, added: “When working for agencies, we found thousands of lost opportunities to create work from a gender perspective and we said… why not do it ourselves? There are many difficulties in implementing a gender perspective in the whole process of a campaign because it questions the entire process of creation and value, but we are convinced of doing so”.

“We fight against many things more than cancer”; “They don’t have the medicine or they don’t accept the prescription”; “Not only does your breast hurt, it makes your life hurt”; “The stress of fighting for the treatment you need” are just some of the real testimonials from patients during the creation process.

From MACMA, María Paula Castillo pointed out that “the importance of this piece lies in visualizing fear in the face of the unknown, in the face of adverse diagnosis, and of death itself as a barrier… Putting oneself aside, prioritizing others and postpone it even when our health is at stake”. In this same sense, Vicky Viel Temperley from Fundación Donde Quiero Estar said that “hundreds of patients come to the Foundation with a prescription and a denial of their treatment, or disoriented in the process of accessing it. We work to reduce their anxiety and accompany them on their journey within the health system, which has times very different from those required by the disease. Access or continue with an oncological treatment should not have any bureaucratic obstacle”.

Credits
Client: Donde Quiero Estar | Movimiento Ayuda Cáncer de Mama | Directorio Legislativo
Agency: Hermana
Title: A Day to be Aware
Co-founder and Head of Strategy: Cintia González Oviedo
Co-founder and Executive Creative Director: Melanie Tobal
Copywriter: Elizabeth Stellavato
Art Director: Mariela Pettinati in collaboration with Publicitarias.org
Production Company: Poster
Director: Dana Campanello
Executive Producers: Mariano Echarri and China Pla
Attend Director: Paulina Dana
Director of Photography: Santiago Cantillo
Art Director: Magdalena Peralta
Costumes: Greta Ure
Postproduction Coordination: Lucía Lamboley
Editor: Daniela Medina Silva
Soundtrack: Papamusic
Mix: Papapost
Color Correction: Daniela Medina Silva and Santiago Cantillo
Client: Victoria Viel Temperely (Donde Quiero Estar), María Paula Castillo (MACMA) and Mercedes de los Santos (Directorio Legislativo)

The Cultural Heirs is a non-profit association committed to integration and violence prevention as well as the prevention of discrimination and inequalities in our society.

The font is available for everyone to make their own statements for freedom, using the anniversary typeface. The statements will be collected and turned into a book which will be sent as a message to the current leaders of the world.

Credits
Advertising Agency: HEIMAT, Berlin, Germany
Sound Design & Music: Stephan Moritz / Mokoh Music
OnlineTool: visualtech

Tags:
Violence, Film, Germany, Public Interest, NGO, The Cultural Heirs, Heimat, Voice of the Wall, TV, Awareness Campaign, Gender Inequality

Ever since the advent of advertising, advocates of social change have called it a tool for corporations to shove their agendas down the throats of commoners. Movies like Fight Club have their entire plot built around the idea that advertising is an evil practice that creates a spiritual war inside society. However, advertising is not just about taking money from the poor to fill the pockets of the rich. It is a medium that enables visionary creative minds to broadcast their ideas onto people from all parts of the social hierarchy.

A well-crafted advertisement has the power to capture the attention of its audience in a bid to bring about some intended change. We’re all aware of shimmering billboards, and over-the-top TV ads that sell products and services. However, light needs to be shed on the fact that responsible advertising can advocate for a progressive society by bringing sensitive topics like climate change, human trafficking, racism, identity politics, gender inequality, and more into the limelight. Even though some social ads tend to be commercial in nature, it is great to see corporations talking about issues that the general public deeply cares about. Simply put, a social issue Ad not only allows creatives to use the power of advertising to captivate the masses, but it also helps in bringing about meaningful change in society.

Here are a few examples that reinforce the idea that when used with the right intent, advertisements can be much more money-making machines:-

IAA – Freedom Fighter
Let’s free our nation. One more time. #StopPollution. Issued in public interest by IAA.

NOAH – The fine art of exterminating an entire species.
Rhinos have survived predators, climate change and disease for 50 million years. But it’s Asia’s soaring demand for rhino horn that will doom them: every 14 hours a rhino is killed. Help us save the last rhinos.

Amnesty International – Sexual Abuse
Sometimes imagination is the only way. Every day two girls are victims of sexual abuse. We must denounce.

ActionAid – Non-equal rights
Up to 94% of brazilian women have to work at their jobs and at home. That’s 30 hours a month working more than men. And 24 hours a day of non-equal rights.

Children of the Street Society – Be careful what you agree to.
In Canada, Children of the Street Society reveals a shocking campaign to raise awareness of the danger of sharing intimate photos.

Absolut – Kiss With Pride
In Canada, homosexuality has been decriminalized since 1969 – but it still remains illegal in many countries. Absolut’s Kiss With Pride imagery celebrates people from several of those countries who kiss with pride. The campaign’s goal was to raise awareness of the fact that same-sex relationships are still illegal in 72 countries. We asked individuals from those countries to come together and portray human love and compassion at its most natural state – by uniting for a kiss.

Moms Demand Action For Gun Sense In America Red Riding Hood
We keep ‘Little Red Riding Hood’ out of schools because of the bottle of wine in her basket. Why not assault weapons?

Generations Against Bullying – Speak Up
Be strong and speak up. If you see someone being bullied, all you have to do is say something. Just getting involved in a nonthreatening way stops the bullying in less than 10 seconds 85% of the time. That’s the difference between a bystander and an upstander.

Tags:
Advertising Agency, RKS BBDO, India, Freedom Fighter, IAA, Polution, Public Interest, Air pollution, Print, Germany, NGO, Noah, Grabarz & Partner, NOAH, Climate Change, Animals, Amnesty International, Sexual Abuse, Havas, Paraguay, ActionAid, Equal Rights, Human trafficking, Racism, Identity Politics, Gender Inequality, 3A Worldwide, Children of the Street Society, Awareness Campaign, Kiss with Pride, BBH Creative, Absolut, Homosexuality, LGBTQ+ community, LGBTQ rights, LGBT Arts Festival, Grey, Moms Demand Action, Anti-Bullying ad, Best Social Issue Ads, bullying print ads, Anti-Bullying ad, Print advertising, Creative Print Ads, Print campaign, Creative Advert

PPS is the largest financial services company in South Africa focused on graduate professionals and operating under the ethos of mutuality and equality. With their ‘Women Acknowledged’ campaign, it aims to bring stereotypes faced by women in workplaces to light as well as present a different viewpoint on the way professional women are looked upon and acknowledged in society today.

Each piece in the ‘Women acknowledged’ series focuses on women professionals forming the PPS For Professionals membership base comprising of engineers, accountants, architects, lawyers, doctors and dietetics.

“PPS is passionate about women and their success across industries. With this campaign, we hope to encourage women to break the glass ceiling and to create a community of professionals who can benefit from each other’s successes regardless of gender. At PPS, we believe that success is better shared by helping women to achieve their financial goals for prosperity,” says Ayanda Seboni, group executive: brand, marketing and communications at PPS.
PPS aims to take the internet by storm by way of print and digital media across platforms like Facebook, Instagram, LinkedIn, and YouTube as well as websites.

This Print advertising is about:
Gender inequality, PPS For Professionals, Women, Marketing, Financial, Women Acknowledged, Stereotype, Creative Print Ads, Creative Advertising Campaigns, Best digital campaigns, Glass Ceiling Commission, United States, Financial Services, Women professionals, South Africa

A digital ad created by ‘Ogilvy Argentina’ regarding the same describes Bimbo Integrated Bread as a special edition product with all of Bimbo’s bread types put in a single packing.

The agenda behind the creation of this product is to educate people about tolerance and diversity. For a start, the brand pushed Bimbo Integrated Bread into schools as a part of an educational program. To complement the social message, the program had Bimbo’s different bread types as characters in storybooks. This unique awareness campaign garnered a considerable amount of recognition and applause on social media as well. Given the success of Bimbo Integrated Bread, the brand plans on taking this product to more children.

We feel that Bimbo Integrated Bread does a commendable job of delivering a meaningful message on social inclusion and openness towards diversity. It would be interesting to see how the tale of Bimbo Integrated Bread develops further.

Credits:
Advertising Agency: Ogilvy Argentina
Client: Bimbo Bakeries Argentina
Campaign: Bimbo Integrated Bread
General Creative Director: Maximiliano Maddalena
Creative Director: Alejandro Blanc / Sebastian Graccioli
Creative Team: Virginia Bello Smith / Marcos Demarchi / Gonzalo Juri / Luis Gutierrez Araque.
Head of Art: Virginia Bello Smith
Account Director: Eliana Astegiano
Account Team: Ana Pisani / Julieta Altare
Agency Producers: Yamila Achkar / Viviana Simone / Gastón Sueiro
Illustrations: Virginia Bello Smith / Belén Greco / Estela Ferrandis
Client Authorization: Alejandro Zebadua Estrada
Production House: Walden
Director: Guido Cassini / Matias Pisani
Production House Producer: Karla Mendez
Editors: Julian Munarriz
Music: Supercharango
Post Production: Walden
Narrator: Karin Zavala

This Ad Campaign is about:
Ogilvy, Food, Bimbo Bakeries, Argentina, Bimbo Integrated Bread, Diversity, Gender Inequality, Racial intolerance, Outdoor, Education