Elle UK Rebrands Feminism for the Modern Woman


What does it mean to be a feminist today? Elle magazine’s ‘Rebranding Feminism’ project examines that query—specifically focusing on key issues like pay gaps, stereotypes and the fact that many young women today do not identify with the concept at all.

For their November issue, Elle UK paired three feminist groups with three advertising agencies in the UK (who donated their time to the project) to re-brand the concept. Mother teamed up with newly-launched Feminist Times on a website, ‘Make Them Pay,’ challenging gender pay inequality.

“British women earn on average 15 percent less than their male colleagues, a gap which is unlikely to close until 2057,” according to Elle. The website collaboration encourages women to ask their male counterparts what they make—especially if they perform the same job.[more]

Meanwhile, Brave Agency teamed with teenage campaigner Jinan Younis, who made headlines when she was ‘trolled’ for founding a Feminist Society at her Manchester school. Their campaign, ‘Feminism For Everyone’ created a Q and A flowchart to encourage women who eschew the term to reconsider using it. “Being a feminist is actually pretty simple,” the ads state. “It’s not extreme. Feminism is the ‘radical’ belief that women are people.”

Satirical feminist blog Vagenda, with co-founders Holly Baxter and Rhiannon Lucy Cosslett (who just signed a six-figure book deal), teamed with Wieden + Kennedy on ‘I’m A Woman And…’ which challenged stereotypes by asking women to post a picture on Twitter or Instagram with the hashtag #imawomanand, followed by a phrase that defies stereotypes.

“Feminism is an important issue for Elle readers. But we’ve learnt, through engagement with our readers via our website and social media, that young women are confused as to what it means and whether it is relevant to them,” said Elle UK editor-in-chief Lorraine Candy, according to CampaignLive. “Now the major political parties are desperate for the female vote, I wondered if presenting a new face of feminism may encourage women to think about their rights and what they need in society today. I believe debate is the key and we are in a unique position to reach the very audience feminism should be helping.”

The campaign is supported by an eight-page feature in the magazine’s November issue, as well as social efforts. Weiden + Kennedy will also feature an interactive window at their London office. 

Bella Abzug would be tipping her iconic hat.


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