Information from The Women’s Fund:
This Sunday is about more than football, it’s also an opportunity to raise your voice for equality. And now, there’s a new app that will allow the audience to call out sexist adds. Super Bowl commercials reflect some of the world’s biggest consumer brands vying for the attention of a captive audience at the price of roughly $4 million for 30 seconds. With such a steep price-tag comes power. Unfortunately many use their power to highlight sexism and inappropriate stereotypes.
Despite almost as many women as men now watching football’s championship game, brands and their advertising agencies can’t resist appealing to the lowest common denominator, portraying women as barely-sentient objects attached to breasts.
Now in time for this Sunday’s face-off comes an iPhone app from gender equality campaigners The Representation Project aimed at combating outdated, sexist portrayals of women, starting with the Super Bowl’s notorious ads.
The newly-released Not Buying It app will allow users to catalog and share sexist advertising by companies and brands, whether that comes in the form of a television spot, a magazine spread or a billboard.
Read more about the new app here,