"A Woman's Worth"

"A Woman's Worth" is a campaign developed by Miami Ad School Europe and the non-profit women's right organisation Terre de Femmes.

"It started with that we got an assignment in one of our classes to do a print campaign for a charity organization last year. We instantly decided we wanted to do something for female rights. As women we've been harassed several times, in different ways, based on the way we look. From men, but also from women. We're too harsh on each other and call each other names. And I don't know how many times I've read about rape victims that were wearing a mini skirt. Who cares what she was wearing? She should be able to go naked and it shouldn't matter." Theresa Wlokka (via)

Advertising School: Miami Ad School Europe, Hamburg, Germany
Tutors: Salvatore Russomanno, Niklas Frings-Rupp
Art Director: Theresa Wlokka
Copywriter: Frida Regeheim
Photographer: Theresa Wlokka
Published: June 2014

"[I wanted to] take the idea of impersonal, supposedly objective, measurement of things and put it on something that we do measure, but we don't talk about. (...) We measure women the same way we measure water in cylinders, but no one says it because it's mean." Rosea Lake (via)

In 2013, then 18-year-old student Rosea Lake posted her "Judgments" photograph (see) on Tumblr which was re-blogged 100.000 times witihn 24 hours. The photograph shows the back of her friend's legs with horizontal lines for different skirt lengths, each labelled with associated prejudices (via). In 2010, labelled lines were printed on a pair of tights (see). No matter how similar the projects may seem (via) and who was the first to have the idea, they make one reflect:

"Working on this project really made me examine my own opinions, preconceptions and prejudices about "slutty" women and women who choose to cover all of their skin alike. I used to assume that all women who wore Hijabs were being oppressed ... and looked down on and judge any woman who didn't express her sexuality in a way that I found appropriate. I'd like to think I'm more open now." Rosea Lake (via)

images via

"Your Skin Color Shouldn't Dictate Your Future"

In 2010, the Ligue Internationale Contre le Racisme e l'Antisémitisme (LICRA) worked with Publicis Conseil Paris on the campaign "Your Skin Color Shouldn't Dictate Your Future" which won an award at the 2010 Cresta Awards (via).



The Construction Worker, The Cleaning Lady and The Garbage Man: Exaggerated clichees? According to the U.S. Department of Labor, compared with "Whites", "Blacks" are twice as likely to be unemployed. Studies conducted by the Fair Employment Council show that Black applicants are treated less favourably (Harrison & Thomas, 2009). In the U.S., immigrants with the lightest skin colour earn on average 17% more than those with the darkest skin colour. In fact, moving from the 10th percentile to the 90th of the skin colour distribution reduces wages by about 8% (Hersch, 2008). An examination of the U.S. Latino population shows that those who describe themselves as White on Census 2000 have more economic power and the highest incomes although Black Hispanics are better-educated (via). In Brazil, Afro-Brazilians are paid on average 40% less than "White" Brazilians (via). These are a few examples, the list could be continued most easily. And it is not just the professional life that is dictated by skin tone. According to a study by Viglione et al. (2011), Black women with lighter skin tone receive more lenient prison sentences and serve less time in prison than those with darker skin tone (via).



Advertising Agency: Publicis Conseil, Paris, France
Creative Director: Olivier Altmann
Copywriter:Fabrice Dubois
Art Director: Pascale Gayraud
Account Manager: Gaelle Morvan
Account Supervisor: Gaelle Morvan
Advertisers Supervisor: Pierre Fournel
Photographer: Yann Robert (via)



- Harrison, M. S. & Thomas, K. A. (2009) The Hidden Prejudice in Selection: A Research Investigation on Skin Color Bias. Journal of Applied Social Psycholog, 39, 134-168.
- Hersch, J. (2008) Profiling the New Immigrant Worker: The Effects of Skin Color and Height. Journal of Labor Economics, 26(2), 345-386
- photos via