Sexism is not sexi

Call: 3
Area: Gender equality and combating gender-based violencenásiliu
Organization name: Alliance of Women - Way Back
Amount: 13 680,07 €

This project is a reaction to a number of discriminating (sexist) advertisements in the Slovak public space.  Conceptualizing the issues that are induced by sexist adverts is undeniably important since the adverts sell more than just the product. They sell and represent values and cultural representations that influence our worldview and the image of ourselves. Advertising has not invented the gender stereotyped images, however, given it’s repetitive use of these representations, it contributes to creating an environment that encourages sexist attitudes, sexual harassment and violence on women, and contributes to maintaining gender inequality.In spite of the growing numbers of sexist representations in Slovak public space, this issue has not yet been brought to the close attention of general public. The aim of the project is therefore to create a space for discussion and also to raise awareness of this problem so that the general public knows how to spot and recognize sexist adverts. In order to do that, a contest inspired by one that has been run in the Czech Republic – The little sexist pig – is to be carried out in Slovakia. Throughout this project, people can nominate the most sexist adverts they can find in the public space. We believe that running the contest in Slovakia has got a great potential as in drawing the attention of people, enabling the general public to get more closely involved in the battle against discrimination and also to provide people with high-quality information on this topic.Our project’s partner is NESEHNUTI, an organisation that has been raising awareness of sexist adverts in the Czech republic for a number of years, and that can provide us with a methodological and practical support when realizing the contest. Another partner of ours is the Rada pre Reklamu (ad council), that carries out the ethical regulation of advertising in public space. Based on complaints that are brought up by citizens, it judges the ethical aspects of the gender.