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Upon scanning, these viewers were directed to a short film Hey Camera, which calls on those behind the cameras to end the blatant objectification of women and, instead, focus on their strengths.
Bringing this campaign to live, LUX partnered with one of South Africas leading broadcaster, The South African Broadcasting Corporation, SABC Sport,which has an audience of 19.7 million in South Africa to livestream the event on 15th and 16th of April.
LUXs ChangeTheAngle campaign aims to get broadcasters and photographers reconsidering their portrayal of women in sport.
A womans beauty is inclusive of her strength, her capabilities and her talent.LUX ChangeTheAngle, amplifies the voices of women in sport and their strength on the field or on the court. Sphelele Mjadu Unilever Beauty, Wellbeing amp Personal Care Senior PR Lead for Africa.
Hinoti Joshi, Global Business Lead, from Wunderman Thompson, Singapore, who spearheaded the campaign says, The media and broadcasters have the power to change the sexist portrayal of women.
The ChangeTheAngle campaign aims to create a sense of urgency among people to call out what are increasingly unacceptable behaviours in real time and put pressure on broadcasters to change the camera gaze by sharing 6 guidelines for them to adhere to while filming women in sport.
Women in sports are 10 times more likely to be objectified by camera angles that focus on certain body parts compared to their male counterparts.
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