#ReAsk

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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.

Client

Advertiser: Periódico El Tiempo

Leading Journalist: Jineth Bedoya

Content Leader: María Eugenia Lombardo

Creative Agency

Creative Agency: MullenLowe SSP3

Art Director: Diego López / Juan David Monroy/ Juan Camilo Contreras

Copywriter: David Meneses

Chief Creative Officer: Carlos Andrés Rodríguez

Creative Director: Diego Alejandro Muñoz / Juan David Pardo

CEO: Francisco Samper

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Categories: Media and Entertainment, Newspapers

MullenLowe Latam, 3 months ago