Taking a stance on the word, "feminist."
The word, "feminist," is powerful and holds a permanent place in the equality conversation. Our belief is that to achieve gender equality we cannot silence, extricate or replace the word, rather we must highlight and amplify its continuous evolution and its current expression.
This is a Generation Y feminist movement. We have seen this generation move mountains and we absolutely believe this same generation has the capacity to move the feminist needle forward. Our first campaign aims to showcase this by shifting the current branding to reflect the feminist values embraced by Generation Y. We encapsulate these values through our four-point manifesto, which is the heart of this campaign.
To us, the XX symbol represents our manifesto and all the ways in which this generation expresses feminism.
To join this campaign draw on two XX's. Take your best selfie and upload it to Instagram and / or Twitter using the hashtag #Weare at @WearetheXX.
Let's do this.
p.s. Don't use Instagram or Twitter? No worries, just email us your pictures at WertheXX@gmail.com