Super Bowl Sunday just finished and many of us were familiar with the experience: football, food and frequent use of sex to sell products. Companies paid a whopping $4 million for 30 seconds of advertising, and while the commercials are often more talked about than the game, very few are ever surprised by the content of the ads. This time, however, disgruntled viewers who felt Super Bowl ads objectified women will be able to make their voices heard.
Not Buying It is the newly released iTunes app from the Representation Project allowing users to “challenge sexist media” by creating and joining campaigns targeting sexism and mistreatment of women in all forms of media, from national commercials to local highway billboards.
The name comes from a Twitter campaign started during last year’s Super Bowl, mainly due to domain- name seller GoDaddy.com, whose sexualized ads led to more than 7,500 tweets calling the company out on their sexist attitude.
The app is location based, meaning users can create campaigns to call on local companies whose advertisements objectify women through television, radio or print.
“We’re calling out brands using offensive, gendered, hyper-sexualized images in their advertising,” said Imran Siddiquee of the Representation Project. “It just shows that if the mainstream media isn’t representing us, we can create our own media to fight back.”
That fighting has led the Representation Project to victory over their first campaign: this year GoDaddy.com featured an ad with race car driver Danika Patrick wearing a muscle suit – and fully covered.
Check out the graphic below by Not Buying It on media consumption: