Goddess Concepts

Inspire, Motivate, Relate

PowHERful Advertising - Workshops

PowHERful Advertising workshops are hand-on custom programs designed specifically for your group whether they be copywriters, brand teams, new employees or cross-functional business teams.

Female stereotypes continue to thrive in the media that we consume today, despite the strides that have been made in the portrayal of women and girls in the last 20 years. Research shows that the articles and ads that women and girls see in magazines support, and even encourage, the notion that female success and happiness are tied to physical appearance. Studies at Stanford University and the University of Massachusetts found that about 70 percent of college women say they feel worse about their own looks after reading women's magazines.

Kellogg of Canada launched an unusual ad campaign in the fall of 1996 to promote Special K cereal. A series of three ads, attacking the fashion industry's ideal of beauty, were placed in English-speaking women's magazines. Since its launch, the campaign has collected numerous industry awards.

Similarly, Dove's global Campaign for Real Beauty aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. Daryl Fielding, of Ogilvy & Mather, said it was possible to seek to do social good while keeping the goal of selling products firmly in sight. She said: "Other advertisers tend to feature pin-thin women who are 20 if they are a day. We know from research with consumers that they find those images ridiculous."

The objective of PowHERful Advertising workshops are to inspire you to create ads that are empowering to girls and women.

This course includes:

  • Understanding the issues and perspectives of girls and women
  • What "NOT" to do
  • How to create powerful ads that appeal to women AND sell product

By the end of this program you will understand the issues surrounding ads for women and creative and inspiring ways to overcome them. You will understand what works and what doesn't. You will be able to empower girls and women with your ads.

If you are interested in booking a custom workshop then please contact us.

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