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STUDENT WORK / INTEGRATED / APPLIED ARTS MAGAZINE WINNER

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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.

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OOH prints replace the female radical with women clothed in Neiwai’s products. 

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The female radical is highlighted in text interfaces on International Women's Day.

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Credits

CW: Divya Mirlay

AD: Leyla Kamil

Instructor: Sudarshan Waghmare

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