China is experiencing a new wave of feminism. Yet certain elements of its language continue to hold women back. The character that represents women, the radical 'nǚ' (女), is used in many negative words like jealousy, cheating, trickster, and more.
Neiwai, China’s progressive lingerie brand, spreads awareness about sexism in Chinese language by replacing the female radical with real women. Neiwai’s campaign uses out-of-home, digital and social touchpoints to bring problematic words to prominence.
This student campaign titled 'The Radical Change' was published in China in June, 2021. It was created for the brand: Neiwai, by ad school: Miami Ad School. This Integrated medium campaign is related to the Beauty and Fashion industries and contains 4 media assets. It was submitted about 2 years ago by Art Director: Leyla Baliyeva of Miami Ad School, Hamburg.
Advertising School: Miami Ad School, Hamburg, Germany
Copywriter: Divya Mirlay
Art Director: Leyla Baliyeva