Ad Campaign Promotes Female Empowerment by Telling Girls 'You're Not A Princess'
Nov 18, 2013 20:02
Finally, something that encourages young ladies to become ultimate women with more to them than to be swept off their feet by prince charming.
The Mercy Academy is an all-girls preparatory school in Louisville, Kentucky, and they're making waves for this ad campaign that tells girls "You're Not A Princess," instead pushing them to "Prepare for real life." The campaign features other slogans like, "Don't wait for a prince," and "Life is not a fairytale."
"The deck is still stacked a bit against young girls as they make their way into the world," said David Vawter, chief creative officer at Doe-Anderson, the ad agency that created the campaign. "This notion of an institution that can help girls prepare for succeeding in the real world, on the world's terms, was very exciting for us."
The ads target middle-school girls who are deciding which high school to go to, and they've appeared nearly everywhere in the Louisville area; including print, radio, billboards and bus shelters.
Doe-Anderson had an all-female team design the campaign, but the message was created by Mercy, a Catholic girls' school with 550 students.
"The credit for whatever success this campaign has goes to them," Vawter said. "They have a distinctive point of view. They believe in treating girls like equal partners in society with boys. They believe strongly that girls have a right to be equally represented in any level of society and that's what this program and this curriculum is all about."
Mercy is also working to get television host Ellen Degeneres to visit the school. Students created a Twitter account called "Get Ellen to Mercy!", and have been tweeting at her using the hashtag #ellencometomercy.
According to a spokesperson for Doe-Anderson, producers from The Ellen Degeneres Show contacted the school on Thursday and are considering its pitch.
The Mercy Academy is an all-girls preparatory school in Louisville, Kentucky, and they're making waves for this ad campaign that tells girls "You're Not A Princess," instead pushing them to "Prepare for real life." The campaign features other slogans like, "Don't wait for a prince," and "Life is not a fairytale."
"The deck is still stacked a bit against young girls as they make their way into the world," said David Vawter, chief creative officer at Doe-Anderson, the ad agency that created the campaign. "This notion of an institution that can help girls prepare for succeeding in the real world, on the world's terms, was very exciting for us."
The ads target middle-school girls who are deciding which high school to go to, and they've appeared nearly everywhere in the Louisville area; including print, radio, billboards and bus shelters.
Doe-Anderson had an all-female team design the campaign, but the message was created by Mercy, a Catholic girls' school with 550 students.
"The credit for whatever success this campaign has goes to them," Vawter said. "They have a distinctive point of view. They believe in treating girls like equal partners in society with boys. They believe strongly that girls have a right to be equally represented in any level of society and that's what this program and this curriculum is all about."Mercy is also working to get television host Ellen Degeneres to visit the school. Students created a Twitter account called "Get Ellen to Mercy!", and have been tweeting at her using the hashtag #ellencometomercy.
According to a spokesperson for Doe-Anderson, producers from The Ellen Degeneres Show contacted the school on Thursday and are considering its pitch.
