MELBOURNE, Tuesday: Gender equality group Women With Agency has released a promotional campaign – Women Run (which features images of Jacinda Adern) – and immediately ignited a storm about copyright issues in their first commercial.
The campaign’s focus is on “fearless women leading change around the world”, and was headed up by a team of female Aussie creatives.
Those “fearless few” include Jacinda Ardern, Swedish Nobel Prize nominee Greta Thunberg, Aussie ad legend Cindy Gallop, jockey Michelle Payne and scientist Jane Goodall.
“Did they pay Jacinda, Jane, Madonna, Cindy, Greta, Michelle, etc for appearance in this commercial?” wonders ‘Femme Fatale’ in a posting on Australia’s Campaign Brief website.
“We have to play by the rules. We can’t exploit other women. Or we might as well be men.”
“Or any of the women pictured on their website? Or AMC for the use of the image of Peggy Olsen from Mad Men? Or Elisabeth Moss for her brilliant portrayal of a woman trying to make it in this male-dominated industry without getting her fair dues for her hard work?
“Or is all this exploitation of women in media?
“By all means, we need organisations like this, but we have to play by the rules. We can’t exploit other women. Otherwise, we might as well be men.”
Femme Fatale’s comments came after those of WWA founder Bec Brideson, who said: “I am very proud of the talented women who have come together to work on this project.
“The work our firm does to support the growth and development of female-founded creative agencies, by ensuring they are included on pitch lists, continues to champion change and this campaign is testament to the creative firepower women working together are capable of achieving.”
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