visualculture3bb3:www.adweek.com/brand-marketing/brawny-swaps-male-mascot-strong-female-figur

visualculture3bb3:http://www.adweek.com/brand-marketing/brawny-swaps-male-mascot-strong-female-figures-honor-women-170036/In honour of International Women’s Day, as well as Women’s History Month, the paper towel company Brawny started the video campaign #StrengthHasNoGender. The brand swapped its iconic male Brawny male mascot with four women from traditionally male dominated professions – jobs in the fields of science, technology, engineering and mathematics. The women include Linda Alvarado, Swin Cash, Dr. Valerie Montgomery Rice, and Maureen Stoecklein. For the entire month of March, paper towels with images of these women will be available for purchase in Walmart stores. Brawny is trying to break down traditional stereotypes and barriers, while also empowering women and promoting female leadership and accomplishment. Brawny will also be donating $75,000 to the organization Girls Inc. One course concept that can be applied to the #StrengthHasNoGender campaign is social construction. Social construction is an understanding of the world and individuals based on constructions of reality - socially, rather than biologically. This theory focuses on the social, rather than biological constructions that occur in society. This theory is applicable to this campaign because the ideas and assumptions people make in regards to women are constructed through social norms, rather than biological ones. For centuries, there have been underlying assumptions that women should work in professions specifically for them – nursing, teaching, administrative, etc. Men on the other hand have been known to work in jobs related to construction, auto mechanics, forestry, etc. This campaign specifically seeks to break down social constructions that have resulted over the course of history in regards to women. It puts the spotlight on women who are not afraid to overcome adversity, and also highlights the personal, social, economic, and cultural achievements of these women. It shows that women are courageous and strong regardless of gender stereotypes that might indicate otherwise. - Lauren Wagner -- source link

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