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Group745
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Group745
Group745
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Group745

#ReAsk

10/12/2019
Advertising Agency
São Paulo, Brazil
10
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Credits
Agency / Creative

After the success of #WomenRewriteWomen, the campaign created by MullenLowe SSP3, in which more than 600 sexist headlines were rewritten, El Tiempo, the largest newspaper in Colombia, decided to address the problem of sexism in journalism again.


The initiative, called #ReAsk, was launched during the International Day Of Violence Against Women. The idea is to highlight all of the sexist questions that have been made to women around the world, to create a movement within the journalism community and people in general, to rewrite those questions and ask them again, and send a message of responsibility in journalism on women issues.


Agency recalls the fact that those questions are part of our daily lives and most of the times are not even considered as sexist. “When we started to look for all the questions, the fact that there were thousands of them was shocking for us. Questions completely out of context, and even totally disrespectful to the interviewed women” says Carlos Andrés Rodríguez, Chief Creative Officer. The campaign shows some examples of all of those questions, to highlight the fact that there were other many options of questions to be made, different to the sexist ones. On board the campaign are some of the most influential journalists of Colombia. It is running in TV, Print Ads, and of course, across all of the Social Networks both of El Tiempo and the journalists.

About MullenLowe Brasil

MullenLowe Group is a creatively driven integrated marketing communications network with a strong entrepreneurial heritage and challenger mentality. We are a global creative boutique of distinctive diverse agencies, rich in local culture with both intimacy and scale, present in more than 65 markets with over 90 agencies. With a hyperbundled operating model, global specialisms include expertise in brand strategy, and through the line advertising with MullenLowe; creatively driven digital transformation with MullenLowe Profero; media and communications planning and buying with Mediahub; customer engagement with MullenLowe Open; and consumer and corporate PR with MullenLowe PR and MullenLowe salt. We are focused on delivering an Unfair Share of Attention for clients’ brands and are consistently ranked among the most awarded creative and effective agency networks in the world. For eight consecutive years, MullenLowe Group has topped the Effie Index as the most effective global network in terms of points per dollar revenue, in 2018 was named to the Ad Age Agency A-List and in 2019 was ranked in the top ten ‘Top Agency Networks for Creativity’ in the WARC Creative 100.

MullenLowe Group is part of the Interpublic Group of Companies (NYSE: IPG).

For more information, visit us at www.mullenlowegroup.com or follow MullenLowe Group on Twitter @MullenLoweGroup and on Facebook.com/MullenLoweGroup.