The growing global popularity of both professional and amateur female sports is a phenomenon worth celebrating. However, a critical issue persists in the way media covers these incredible athletes. Instead of spotlighting their remarkable sporting achievements, coverage often fixates on female anatomy through invasive angles and excessive close-up shots. This approach not only detracts from their skills and dedication but also undermines the empowerment that sports provide to participants.

As a beauty brand committed to combating everyday sexism, LUX has taken a stand. In collaboration with Wunderman Thompson Singapore, LUX launched the “Change The Angle” initiative, a campaign designed to raise awareness and spark conversation about this issue among broadcasters and audiences alike. By working with Volleyball SA (South Africa) and sports broadcaster SABC, LUX set out to flip the male gaze back on itself, emphasizing the need to focus on female athletes’ prowess rather than their physical attributes.

The Bold Initiative at the Durban Open
The Durban Open, held on April 15 and 16, brought together eight of South Africa’s top women beach volleyball teams. This live tournament, organized by the South African Volleyball Association, was broadcast by SABC, reaching an impressive audience of 19.7 million viewers. During the event, female players wore QR codes on their bodies, strategically placed on the areas typically targeted by objectifying camera angles.

When scanned, these QR codes directed viewers to a film produced by LUX. This powerful video features leading sportswomen urging broadcasters to “Change The Angle” and shift their focus to the athletes’ strengths and skills. The film also highlights disturbing statistics about sexist sports coverage, including the shocking revelation that “2500 pictures objectifying women were reported at the 2021 Olympics.” By presenting these facts alongside testimonials from female athletes, LUX’s film delivers a compelling call to action.

Flipping the Gaze
The “Change The Angle” initiative aims to reframe the narrative around female sports coverage. It’s about celebrating the dedication, skill, and hard work of female athletes, and ensuring that media representation reflects these values. The campaign culminates in six best practice tips for media on portraying female athletes:

Focus on Skill:

• Highlight athletic performance and skills, not physical attributes.
• Respectful Angles: Use camera angles that respect the athlete’s dignity.
• Empowering Commentary: Ensure that commentary uplifts and respects female athletes.
• Equal Coverage: Provide equal and fair coverage to women’s sports events.
• Inclusive Narratives: Tell stories that celebrate diversity and inclusion within sports.
• Audience Education: Help audiences understand the importance of fair and respectful coverage.

A Call to Action
LUX’s “Change The Angle” campaign is more than a marketing initiative; it’s a call to action for the entire sports community. Broadcasters, commentators, and viewers all have a role to play in reshaping the way female athletes are portrayed. By shifting the focus from physical attributes to athletic achievements, we can help create a more empowering and respectful environment for women in sports.

The support from top female athletes, sports commentators, and officials underscores the importance of this movement. It’s a collective effort to ensure that future generations of female athletes are celebrated for their talents and hard work, not objectified for their appearance.

As viewers, we can support this initiative by being mindful of how female athletes are represented and demanding better from broadcasters. By changing the angle, we not only change the way we see female athletes but also contribute to a broader cultural shift towards equality and respect in sports and beyond.

Credits
Agency: Wunderman Thompson
Brand: Lux
Campaign: Change The Angle

Almost 3 billion people are currently using automated voice software. Research by Brookings, a leading non-profit organization, states that 92.4% of smartphone assistants have traditionally featured female-sounding voices. Furthermore, according to Gartner, people will have more conversations with voice assistants than with their spouses. This form of AI is increasingly a part of our daily life. However, there have been numerous reports of widespread sexist and sometimes abusive language from users.

‘Shut up Sexism’ was created to highlight sexist or gender bias behaviour found when engaging with virtual assistants with female voices and names. A study by UNESCO (2019) outlined how virtual assistants responded to verbal abuse. As an example. When a user says ‘‘You are hot”, the replies vary from “How can you tell? You say that to all the virtual assistants” to “Thank You.”

Credits
Agency Network: Wunderman Thompson
Campaign: Shut up Sexism
Brand: Unilever
Tags: #LuxShutupSexism #LuxStopSexism #StopSexism #ShutUpSexism, Singapore, Electronics, Technology, Public Interest, NGO

Lux, India’s leading soap brand launched ‘The Soap with a Lump’ an initiative by Unilever and Wunderman Thompson to help detect breast cancer in its infancy. The iconic soap was redesigned with a difference. It had a visible lump on it. The innovation encourages women to examine their breasts for any abnormality, while in the shower. There is no better time to remind women to check their breasts than when they are alone in the privacy of their bathroom.

75% of women in India shy away from checking themselves for signs of breast cancer. Something about touching their breasts makes them uncomfortable. Lux wanted to find a way to encourage self-examination, so it redesigned its product. The Soap with a Lump alerts women when they are in the shower and uninhibited. In collaboration with the Indian Cancer Society, The Soap with a Lump was introduced to women through screening camps. It started a conversation about self-examination and is now being extended across India through ICS initiatives.

Unilever and Wunderman Thompson collaborated with technical experts, designers, soap manufactures and a leading cancer oncologist to design the first-ever soap that uses touch to help alert women, to be on the lookout for signs of anything irregular.

This initiative was presented at the breast cancer screening camp conducted by the Indian Cancer Society (ICS) at Vasai, Maharashtra. Women of different age groups were given the soap along with a leaflet that educated them on the importance of breast awareness. Future plans include a collaboration with the Indian Cancer Society(ICS) in spreading breast awareness and education among women across India.

A soap that helps women feel beautiful and can perhaps help save a life.

Commenting on the initiative, Samir Singh, Executive Vice President, Global Skin Cleansing, Unilever, said, “This initiative is personal. Everything about it and the people involved in bringing it to life – across Unilever/Lux, Wunderman Thompson and the Indian Cancer Society is personal and done with the sole objective of increasing awareness about breast cancer. The moment of the shower is a quiet, private and reflective moment.

A moment where we want to encourage women to think about beauty holistically and what that entails not just for their appearance but also for their health – by helping them do a quick check for early signs of breast cancer, a disease whose cure is contingent on early detection. That’s the power of a humble bar of soap, that’s the power of creative thinking integrated into a business with purpose. We feel very strongly about this innovation and its potential to have a lasting impact!”

Tista Sen, Regional Creative Director, Wunderman Thompson, South Asia adds, “A human truth is what drives a simple idea, and this is amply evident in the Soap with a Lump. Women are alone in the shower when they are bathing, and this is an ideal moment to alert her to check her breasts for any abnormality. Breast cancer when detected early can help save a life.

And the soap you use to bathe can help. Beauty is not one dimensional but embraces everything that encourages a woman to take charge of her life and her body. And it is this belief that encourages Lux to start a conversation that originates in the shower but eventually becomes a rallying cry for women across the world.”

Tags:
Product Innovation, Awareness Campaign, India, Public Interest

Credits
Advertising Agency: Wunderman Thompson, Singapore

Tags:
Singapore, Beauty, Public Interest, NGO, Lux, Wunderman Thompson, Digital Film, Stay Beautiful Stay Strong