Category: Public Interest, NGO
Media: Film
Brand: Mind Your World
Agency: Ogilvy
Geo: United Kingdom
Advertising Agency: Ogilvy, UK
Creatives: Harshmeet Kholi, Larissa Vaz, Daniela Varela
Edition: H&O
Web Development: MediaPop
Published: March 2017
Description: When we curse or insult, regardless of where we are from, we mostly do it in female terms. We were surprised to discover that this issue happens all over the world: from Canada, to France and China. Without noticing it, by cursing we are making statements we might not agree with. If we want to hurt a woman, we call her out by being easy or cheap, always measuring her value towards men. When we curse at men, we always attack their manhood by calling them a "pussy" or a "motherfucker", never a "fatherfucker". Also, most of the cursing terms have something in common: they always refer to moms, sisters and daughters being treated as property men can own. Moreover, female genitalia is being violently mentioned and dismissed. This issue made us realize the underlying kind of violence that is incorporated in our daily lives goes unnoticed.
That's why we created MindYourWord Campaign: to generate awareness on how normal people around the world can contribute to the discussion of big problems such as, gender inequality and violence. We crafted a different kind of video tutorial, with cursing examples from all over the world. The variety of insults is so broad we invite people to contribute their own on http://www.mindyourword.sg to help us make this point.