For International Women’s Day, we’ve teamed up with CPB London to be the exclusive out of home media partner for the ‘Double Standards’ campaign, aiming to highlight the sexist language that impacts women and girls disproportionately, and challenge the reader to ‘change the words, change the narrative’.
New research has revealed that one in five British men have no problem using sexist language. The research, commissioned by creative agency CPB London ahead of International Women’s Day (IWD), found that men are most likely to use sexist language to ‘be funny’ and one in five use it to show camaraderie and bond with others.
In addition, only 14% of men feel comfortable confronting others when hearing them use offensive or sexist language. However, despite this, over 50% of male respondents agree that using sexist language can be hurtful towards others.
In light of the research, CPB London has launched a campaign titled Double Standards, which looks at how women and men may exhibit the same behaviour, but that behaviour is often labelled differently. For example:
Assertive vs Bossy, Ambitious vs Pushy, Passionate vs Hysterical, and Player vs Slut.
The work is rolling out as outdoor advertising nationwide as well as across digital and social media in advance of IWD.