HCE Let's make sexism history (2024) (France)

In January 2023, the French High Council for Equality released a concerning report about the prevalence of sexism in the country.

The report highlighted the regression in gender equality among younger generations. Sexist stereotypes remain pervasive, verbal abuse has become normalized, and the situation has escalated to the point where "Sexism: we don't necessarily know where it starts, but we know how it ends."

In France, a woman falls victim to femicide every 2.5 days.

One of the contributing factors to this widespread sexism, especially among young people, is the influence of social media, which serves as a breeding ground for degrading content targeting women. Currently, it is common to encounter hyper-masculinity and misogynistic rhetoric on social platforms, amplified by algorithms that lead users into misogynistic echo chambers.

Consequently, there is a regression in gender equality.

To address this issue, BETC Paris launched an advertising campaign for the French High Council for Equality to expose the alarming reality and combat the proliferation of sexist content online.

Mercedes Erra, the Founder of BETC Paris, remarked, "The most concerning aspect is that rather than diminishing, the prevalence of sexism among young people is increasing, leading to unprecedented levels of violence. We were deeply disturbed by the report from the French High Council for Equality. I believe we need to take drastic measures and not overlook anything."

The campaign's creative concept revolves around comparing comments from the 1970s with current online content. By juxtaposing old 70s videos with present-day social media content, the campaign reveals that the situation remains the same, if not worse. This cultural contrast allows individuals to witness firsthand the damaging impact of online sexist content.

The President of the French High Council for Equality, Sylvie Pierre-Brossolette, added, "Nine out of ten women report experiencing sexism. This is a critical issue that requires immediate attention, as sexism leads to appalling acts of violence. We hope that the powerful messages and imagery in this campaign will prompt swift action. We extend our gratitude to BETC Paris for their creativity and to Mercedes Erra for her outstanding public service announcement."

The campaign will be aired on television and online starting January 22nd, accompanied by a radio broadcast.

CREDITS
Advertiser: HCE
Ad Agency: BETC Paris
Agency Managers: Mercedes Erra, Catherine Emprin, Emmanuelle De-Montesson
Executive Creative Director: Antoinette Beatson
Creative Director: Chrystel Jung
Copywriter: Marianne Desgrandchamps
Art Director: Romain Ducos
Executive Creative Producer: Guillaume Denecker
Production Company: General POP
Production Director: Anna Gardere
Creative Maker: Darius Michaud
Post Production Company: General POP
Post Producer: Ines Brianceau
Sound Production: Capitaine Plouf
Sound Producer: Guillaume Le Guen