LUX stands with female athletes and challenges sports media to "Change The Angle"

Hi Huneybees,

Unilever's global beauty brand, LUX, is rallying people once more to stand up against everyday sexism. Enough is enough, it's time to change our views, and stop the objectification of women's bodies in sports, focusing on their sporting prowess, instead of highlighting on female intimate body areas. LUX challenges broadcasters and viewers to #ChangeTheAngle!

At South Africa's highly anticipated Durban Open Women's Beach Volleyball tournament this week, female athletes sported QR codes on precisely those areas the cameras tend to focus on. 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.

According to its research, women are 10 times more likely to be objectified than men. While this objectification is rife across society, the brand saw that sports were the perfect, attention-grabbing example to call this out. Men in sports are frequently portrayed as strong role models who are at the top of their game. On the contrary, women's body parts are what receive the most attention, with cameras zooming into their breasts or exposed butt cheeks.

LUX believes this objectification can diminish female achievements and also undermine confidence. The #ChangeTheAngle campaign aims to create a sense of urgency among people to call out what are increasingly unacceptable behaviors 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 sports.

Bringing this campaign to live, LUX partnered with one of South Africa's leading broadcaster - The South African Broadcasting Corporation (SABC Sport), which has an audience of 19.7 million in South Africa to live stream the event on the 15th and 16th of April.

The integrated campaign has also been pulled through online, social and PR channels with thousands of generated content via influencers, celebrities, athletes and media such as Gsport4girls, 2 times olympic gold medal Caster Semenya, Cricket commentator Kass Naidoo, Miss Universe 2019 Zozibini Tunzi.

Miss Universe 2019 Zozibini Tunzi

"This is a bold and powerful move for a beauty brand like LUX to take, and it makes me even prouder to be a part of the LUX family. I am hoping to see the change that we need in the sports fraternity so that women athletes are celebrated for the amazing talent that they have rather than being objectified in a sexual manner. I encourage everyone to do what they can to participate and push media in South Africa and across the world to #Change the Angle". --- Zozibini Tunzi former Miss Universe

It's 2023 and it's definitely time to look beyond the surface and learn to appreciate the talents of others, everyone can be a change agent and cancel out sexism ~

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