So much of the fight for women highlights men as the perpetrators of inequality for, and abuse towards, women.
Women can be incredibly cruel to women. In fact, research used by FCB Amsterdam to develop their International Women’s Day campaign shows that 70% of women have been hurt by hateful comments made by somebody they consider to be a friend. And girls in the Netherlands are twice as likely as boys to be subject to online hate.
The campaign, It Won’t Stick, aims to encourage women to rise above these disparaging comments and support each other through its mantra, whatever dirt they throw at you, it simply won’t stick.
In the 60-second video, 24 Dutch women vocalise the taunts that have been thrown at them and the things for which they have been shamed, while a spoken word poem narrates that they will rise above the words. The film ends with the promise, “You’re stronger than words will ever be.”
FCB Amsterdam partnered with Amsterdam film company, Wefilm, and director, Basha de Bruijn, to create the video.
FCB Amsterdam creative directors, Michael Kouwenhoven and Dimitri Hubregtse, explained, “When we started working on It Won’t Stick with Basha, we wanted to create a powerful answer to all hating and shaming women had to experience. Especially in a time when women need to unite as a front, there is still so much that women have to endure from other women. We realised quickly that we can’t stop all the hating, but what we can do is use our creativity to give women confidence and strength to cope with all the looks in the gym, comments online and all the gossip in between. That’s what we hope to achieve with It Won’t Stick, that women will unite and that the sound of the positive stories will be louder than all the negativity.”
Basha de Bruijn commented, “The film is about finding peace within yourself and being OK, just as you are. We live in a world where it seems like everything is about appearance. It’s really easy to get insecure or to feel like you’re ‘not right’ or you don’t fit ‘the profile’ (whatever that may be). It seems like we’re more critical than ever when it comes to our looks or our behaviour. We can be real bitches to others, and of course, to ourselves. It’s time we start being a bit nicer and don’t waste our time on bad vibes. I hope we can inspire other women to just let go and be comfortable in your own skin.”
FCB Amsterdam is inviting women throughout the world to share their experiences of how they have risen above the shaming to support all women, everywhere by joining the conversation using #itwontstick. All stories can be found here.
Creative Directors: Basha De Bruijn (Director), Michael Kouwenhoven & Dimitri Hubregtse (Creative Directors FCB Amsterdam)
Creative Agency: FCB Amsterdam
Producer: Benno Van Der Helm
Chief Creative Officer: Massimo Van Der Plas
Chief Executive Officer: Jos Vis
Communications Strategy Director: Netteke Bak
Data Strategy Director: Ezra Pietersz
Production Company: Wefilm
Executive Producer: Rogier Sol
DOP: Myrthe Mosterman
Producer: Anouk Knapen
Editor: Johannes De Jong
Sound Engineer: Evelin Van Der Mollen
Sound Production: Gerben Kokmeijer
Original Composition: Jorrit Kleijnen