After the overturn of Roe v. Wade in June, girls’s rights have been on the forefront of many conversations, particularly going into this yr’s midterm elections. Taking a stand and a daring new method within the struggle for gender equality, the ERA Coalition goals to make sure that a minimum of one lady could have constitutional rights transferring ahead.
To enact change and name consideration to institutional sexism, the ERA Coalition, a political group working to assist the passage and ratification of the Equal Rights Modification, launched the absolutely integrated “Girl Corp,” the primary and solely “lady” in America with rights that the federal government will struggle to guard. Girl Corp was based to lift consciousness round the truth that the American authorities seemingly protects, and continues to increase, the rights of firms, whereas the rights of ladies are constantly stripped away.
Developed by inventive company Ogilvy with extra assist from BCW and GroupM, Girl Corp incorporates a marketing campaign that requires folks to take motion by political engagement with their members of Congress, donations and sharing info on social media.
As a part of the marketing campaign, the ERA Coalition enlisted Stranger Issues actress Gabriella Pizzolo to announce the launch of the brand new firm in a three-minute spot, “Welcome to Girl Corp.” The spot opens with Pizzolo discussing how, as a newly authorized grownup lady in America, she notices the federal government’s preferential remedy of firms over girls, selecting to guard and assist the previous over the latter. The spot underscores how necessary it’s to struggle for gender equality, with Pizzolo stating, “it seems that for the final 100 years, girls have been making an attempt to get the Equal Rights Modification acknowledged so we could be protected equally beneath the Structure, however our authorities is at all times like ‘lol, no thanks.’”
“The Supreme Courtroom has expanded rights for companies whereas taking away basic rights for ladies and individuals who can change into pregnant. On the similar time, our politics are so polarized that members of Congress refuse to acknowledge that girls are equal to males and will have equal protections beneath the regulation. That is ridiculous and embarrassing,” mentioned ERA Coalition president and CEO Zakiya Thomas. “We’d like our authorities to cease taking part in politics with our rights and do higher. It’s previous time for the Equal Rights Modification.”
Moreover, individuals are invited to affix the employees of Girl Corp on LinkedIn by including it to their work expertise. The marketing campaign is supported by a prestigious board of administrators which incorporates Congresswoman Carolyn Maloney, trial lawyer Benjamin Crump, award-winning writer Ilyasah Shabazz, lawyer and Virginia State Senate candidate Jennifer Carroll Foy, Ogilvy’s World CEO Devika Bulchandani, Kimberly Peeler-Allen of the Middle for American Girls and Politics and Mona Sinha of Equality Now. Pizzolo can also be a member of the board.
Creatively preventing and supporting
Though many manufacturers akin to Deliberate Parenthood and Favor have continued to make use of their platforms to struggle for and assist gender equality, there’s nonetheless a protracted solution to go for ladies’s rights to be applied and cemented. For company Ogilvy, as a solution to spotlight the significance and affect of the shortage of assist for ladies, a extra inventive method was wanted.
“2022 has seen the undoing of years of progress that girls have marched, protested and fought for,” Lisa Brilliant, chief inventive officer for Ogilvy California, mentioned in a press release.
“We wished to blast a highlight on the absurdity that whereas our U.S. authorities persistently defends the concept firms are ‘individuals’—extending an increasing number of rights to them—the rights and protections granted to girls are going absolutely the other way. And it’s a disgrace we have to get so rattling inventive simply to get equal rights and protections on this nation no matter our intercourse. It’s crucial that we get the Equal Rights Modification acknowledged in our Structure in order that we will put an finish to the continued efforts to remove our rights.”
The three-minute spot, “Welcome to Girl Corp,” might be operating throughout varied digital and social platforms together with the ERA Coalition’s YouTube channel.
