Why Calling Out FemVertising Creates More of a Problem

Advertising loves a good awards ceremony. And companies focused on changing the way women are portrayed in media and advertising are — and should — celebrate positive societal and cultural shifts. However, when they start calling it #FemVertising a little part of me dies.

Billed as, “The first #Femvertising Awards, hosted by SheKnows Media,” AdWeek has been promoting this event that honors “brands for creating campaigns that advance the image of women.” (Visitors to the awards show’s site will determine the winners with their votes.)

What bothers me about this is that surely what we’re looking at here are simply examples of good advertising. Meaning, advertising that acknowledges and respects its audience — the receiver of the message. This is in large part the purpose of Planning. Assuring relevancy.

It’s part of the mission of the 3% Conference, too — a belief that the more varied the people who come up with ideas, the more varied the ideas will be. And since women control the majority of consumer spending and social sharing, it only makes sense to involve them in the creative process.

The point is, if we start calling this FemVertising, it intentionally separates this kind of work from all work and I think that’s a bad idea.