Elle UK’s #imawomanand campaign

Elle UK’s #imawomanand campaign

By Danielle Wynne

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Elle UK Magazine has rolled out a new campaign that spans both their November issue and their social media channels. The magazine teamed up with W+K London and the founders of the Vagenda blog for the ‘Sod the Stereotypes’ campaign, with the aim to highlight and subvert the way women are portrayed in the media. The latest issue of Elle has a page dedicated to the campaign that fans can tear out, write their own declaration on and share on Twitter and Instagram with the #imawomanand hashtag. This call of action has been picked up by quite a few fans already. There is also the interesting addition of an interactive window display at W+K London’s headquarters on Hanbury Street. The display features a giant apple, inspired by the first line of the manifesto, ‘I’m not an apple shape…’. When users outside the window tweet #imawomanand followed by their statement, they receive a sticker with their tweet printed on it. The installation will run throughout October, while the November issue of ELLE will also be out.


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Elle’s campaign is coming around at the right time, it’s in a good position to piggyback on and help increase awareness of the issues being raised by the Everyday Sexism and No More Page 3 campaigns over the past few months. However, there is the ominous feeling that the hashtag could be hijacked and used for completely different purposes by other users. Although this could be a good way to demonstrate the campaigns’ point…

mca rating: 3/5

This post was written by Danielle Wynne

As one of myclever™ Agency's Engagement Manager, Danielle's role is key to helping ensure client's communities and campaigns thrive.