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.