Tuesday, February 16, 2010

Protest American Apparel "Search for the Best Bottom in the World" #sexism #exploitation

For more information or to sign the petition, please visit http://tiny.cc/MzZQt

We need your help to end an offensive and damaging new ad campaign aimed at girls and women.  American Apparel has launched a contest called The Search for the Best Bottom in the World, and Hardy Girls is leading the effort to get AA to end this campaign immediately.  Click through and you will see why.  American Apparel is asking girls and women to upload pictures of their butts to the company website wearing AA intimates, and inviting visitors to comment and vote on the submissions.

I signed the petition demanding American Apparel stop this campaign and hope you will too.

The consequence of marketing practices like this is a generation of girls and women who feel silenced, objectified, and disempowered.  We know that these messages are damaging to boys' views of girls as well, and contribute to an epidemic of violence and harassment towards girls and women.  Here are just a few of the trends American Apparel is contributing to:

  * The sexualization of girls and women - according to the 2007 APA Task Force on the Sexualization of Girls in Media, the negative impact on girls and women is indisputable: the sexualization of girls and women in media wreak havoc on our psychological, emotional, cognitive and relational lives;

  * The direct and unconscionable undermining of girls' healthy development - by equating confidence with looking sexy, winning with being judged on their appearance, and personal value with 15 seconds of fame;

  * The objectification of girls' and women's bodies in mainstream media - in a country where 1 in 4 women is a victim of violence, and sexual harassment is rampant in our schools; and,

  * The placing of girls in jeopardy of prosecution by inviting them to post highly sexualized images of themselves online - at a time when sexting is making headlines.


I urge you to sign the petition, pledge not to shop in American Apparel stores, and tell your friends to do the same!

I hope you will also consider supporting our work. Advocating for girls in a world saturated with unhealthy messages about gender takes resources.

Consider this: A 3-pack of underwear from American Apparel costs $24.

We're willing to bet that not only will you probably find a better deal elsewhere, but you'll sleep better having purchased your skivvies somewhere else, too. And, if you want to sleep really well...Here's what Hardy Girls will do with that $24: Encourage girls to see the world of options that exists for them without having to show their underwear.

Please, consider investing your $24 in girls with a gift to Hardy Girls Healthy Women.  We promise we won't sexualize, objectify, or otherwise demean your sisters, mothers, aunts, nieces, or friends.  In fact, we will work toward a better world for all, one where girls are valued more for their beliefs and brains than they are their butts.

Thank you for your help,
Megan, Jackie, Allison, Marissa, & Ruya

For more information or to sign the petition, please visit http://tiny.cc/MzZQt

This alert is posted on our site, at    http://www.svfreenyc.org/alert_124.html

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