By: Gina Mason
Have you heard? Apparently, f**k is the new word. Thanks to a new advertisement created by Synergy Media you can now see pretty little princesses with potty mouths sharing some truths sexual assault, society’s expectations of beauty and pay inequality. You may be thinking, “Wow, those are big topics for little girls to handle,” but believe me when I say these little ones don’t give a f**k.
The two and a half minute ad for FCKH8 showcases five sassy little girls in tiaras addressing some major issues all while dropping f-bombs and a few other obscenities along the way. The statistics about pay inequality, sexual assault and sexism that are mentioned in the ad are almost as shocking as hearing those dirty words come out of their mouths. The girls ask powerful questions such as, “What is more offensive? A little girl saying f**k, or the f**king unequal and sexist way society treats girls and women?”
Here are some of the jaw-dropping lines in the video:
-When addressing pay inequality: “Women who graduate from college with straight A’s get paid the same amount as men who only got C’s. Bad grades equal more bank? Just because you’re a boy! Pay up mother f**ker. I shouldn’t need a penis to get paid!”
-When addressing sexual assault: “Another f**ked up fact: One out of every five women will be sexually assaulted or raped by a man.”
-When addressing beauty expectation: “My aspirations in life should not be worrying about the shape of my ass! So f**k focusing on how I look and give me a book.”
So why would a company choose to have sweet little girls using such offensive language? They did that because shock and awe tactics get people talking and evoke action. Although the campaign utilizes these little girls who “use bad words for a good cause” to bring awareness about social injustice, the intentions for FCKH8 are not so pure. FCKH8 is a for-profit company that is a selling t-shirts that range from $14.99 to $36.99 and is donating $5 from every t-shirt sold to some “kick-ass charities” which have yet to be determined.
On top of the foul language, this campaign is very controversial for many people. Some feel as though the company is profiting by exploiting social issues and the little girls. Also, there has been mixed reaction from the public to these little girls swearing up a storm. Some people are appalled by the use of offensive language from a child while others find it to be completely hilarious.
From a PR standpoint, the video has done its job. It has created an immense amount of attention around the company and some of the issues that are mentioned in the video. If awareness for FCKH8 was the goal, then they have clearly achieved it. I would be interested to see some of the website traffic and sales analytics since the video has been released.
How do you feel about these princesses dropping f-bombs? Do you think the campaign is effective or offensive? When you watched the video, were you offended or amused?
As always, I welcome your thoughts and if you like what you read be social and share.