Avon has been at the forefront of the global fight for women’s empowerment for over 200 years. Their belief is that a world with more empowered women would be a more beautiful world.
But what would a world where men and women are equal look like, exactly?
Would it be a thing of science fiction? Or something more recognizable?
We built this strategy around an experience I’d recently had with one my children: he’d been playing with some girls during kindergarten and walked out of school with a barrette still stuck in his hair. It never even occurred to him that this was somehow “wrong” until his old-fashioned babysitter came to pick him up and was appalled. She snatched it out of his hair and gave the teachers an earful. Utterly confused, he cried and the incident stuck with him for weeks. (Spoiler alert: We got a new babysitter.)
After some research (and talking to our fellow Hearst colleagues at Cosmopolitan around the globe) we had the data to back up our hypothesis: that boys and girls are born equal and exist that way for about 4 years before outside influences (parents, media, schools, toys, etc.) indoctrinate them with varying degrees of bias. This lead to our mission:
GenEqual — The ambition to create the first generation of young people to retain their untainted gender views and see each other as equals.
We worked with UK director Poppy de Villeneuve (who was 8-months pregnant at the time) and an all-woman team to film 24 children over the course of 2 days in a London suburb talking about their passions, their hopes for the future… And their utter sadness and disbelief at the thought that women should be afforded fewer opportunities than men.