This campaign is comprised of two parts; the main campaign targeting the general public, and a secondary campaign targeting new parents.
The first part is based on phrases and real experiences gathered through surveys. It takes gendered phrases (i.e. 'you fight like a girl') and flips them (so in this case, it would become 'you fight like a boy'). Often these phrases come with a raft of both positive and negative connotations - I have used phrases where I found that both genders had connotations attached to them.
The first part is based on phrases and real experiences gathered through surveys. It takes gendered phrases (i.e. 'you fight like a girl') and flips them (so in this case, it would become 'you fight like a boy'). Often these phrases come with a raft of both positive and negative connotations - I have used phrases where I found that both genders had connotations attached to them.
The second part is based on the idea that new parents won't like/don't like people putting limitations on their children, and the age old phrase 'blue for a boy, pink for a girl'. From my own experiences, people don't like it if you are to limit their child in any way, or say they are incapable of doing something - many new parents quite rightly adore their children and don't take criticism of them or their capabilities well. However, by 'colour coding' them according to their gender, they are in fact doing just that.
