Advertising: you’re doing it right!

“So what is more offensive? A little girl saying ‘fuck’ or the fucking unequal and sexist way society treats girls and women?”

That’s why a bunch of little girls dressed up as princesses are shouting the word “fuck” more times than any character from a Quentin Tarantino’s film. 

FCKH8 is an american association that sells clothing with a specific message against sexual discriminations, racism, etc.. This advertising aims to destroy the stereotype of the pretty girls which only aspiration in life is to be good-looking and accordant to the society rules. 

The girls list a couple of “words more offensive than fuck”, like:

• “Pay inequality”: they say that women are normally payed the 23% less than men (“for the exact same fucking work”);
• “Rape and violence”: 1 woman out of five is sexually assaulted or raped by a man (“Equality is next step: is walking to the car without fear”). 
• “Be pretty”: the girls explain that “pretty” is a compliment but not how society means it. In fact: “Society teaching girls that they’re body - boobs and butts - are more important than our brain!”, and also: “My aspiration in life should not be worrying about the shape of my ass”. These sentences are so powerful, especially when they’re said by little girls. 

The video ends with a boy dressed up as princess too and say: “When you tell a boy that he acts like a girl is because you think it’s bad to be a girl”. It’s a great way to show that not only women but also many men are fighting against these discriminations. 

I can’t stop watching this advertising. It’s a great idea not only because I really want to buy one of those shirts now, but also because this message has to diffuse to sensitize people everywhere. And what is better than a group of little princesses yelling swear words against society? I love them!