Advertiser: Badger & Winters
Agency: Badger & Winters
Country: USA


Our objective was to raise awareness of the objectification of women in advertising and create positive change in the industry. We wanted shine a light on the issue in order to incite thoughtful discussion and conversation among our peers and within our industry about the harm that objectification has on our consumers, our friends, our family members and ourselves.

The ultimate impact we sought was social, rather than commercial, but original research done by Badger & Winters in partnership with Advertising Benchmark Index (ABX) with a nationally representative sample of 3,000 consumers also proved that – when it comes to advertising effectiveness KPIs like brand reputation and purchase intent – ads that do not objectify women outperform those that do.1

We are on a mission to end the objectification of women in advertising – a move that is not only the right thing to do; it’s the smart thing to do for our businesses.