Empowering Women Is Tricky

Bic is in trouble with the ladies because they created an empowering ad for National Women’s Day in South Africa without fully vetting their copy through seventeen feedback loops of women’s studies majors at major liberal arts colleges. I’m normally on the side of the non-bitchy in these arguments, but even I caught the ‘think like a man’ line as something that was going to ruffle some vagina feathers. Apparently ‘act like a girl’ is even worse:

Implying women should look like a ‘girl’ is quite disturbing. Such messages contribute to the sexualization of children. Additionally, it perpetuates the idea that women are only attractive when they look young. — Amy Morin, a psychotherapist specializing in shaming Bic ads

Are you pushing pens or fucking children? It’s s fine line. I’d recommend to all corporate marketing and social engagement departments what enlightened men have known for a long time now — stay the fuck away from trying to compliment women. It’s a fools errand. Your attempt was a shitty fail, but even if you had chosen your words more carefully, somebody would’ve found something that pissed them off. You sell pens. ‘Here, have a fucking pen’ is simple and to the point. Shape it like a penis so angry women can snap it at the office when mythically receiving 28% less pay for the exact same work. Life is short. You start telling women to act more like men and yours will get even shorter. #CoverYourNuts