ALWAYS AND BODYFORM EMOJI CAMPAIGNS
March 04, 2016
(Always -Previous Campaign 2014)
(Always - Campaign for 2016)
(Bodyform - 2016 Campaign for 'Femojis')
The
new Bodyform campaign, followed Always a day after it had been launched. The
two brands are working together to tackle similar topics. Bodyform are
campaigning with a petition to get 6 new
‘period’ emojis added to the existing line up. The topic of periods can be
difficult for young girls and create anxiety and these ‘femojis’ aim to tackle
the taboo around the subject. The new emojis are humorous and allow women to
talk about periods in an easier way. The hope of this campaign is to get both
men and women involved to remove euphemisms and break down the taboo around the
subject. The campaign is running across all social media platforms using the
#Femojis (Roderick, 2016)
Always’s
campaign focuses on the lack of females being represented in Emojis. They are
usually wearing pink, crowns or fitting sterotypes. Always want to get girl
emojis that empower women and build their confidence. The videos show some of
the campaigning where young girls talk about what they would like to see from
emoji’s and how they can be used to educate millions about puberty. The
#LikeAGirl is used across social media platforms asking girls what emoji they would
like to see! (Always, 2016)
The Femoji's campaign still very much embodies the stereotypical 'pink' colouring which could be argued as sticking to gender associations and not breaking the mould. Both of these campaigns are inspiring and show how brands are not empowering women to become equal.
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