In January 2023, the French High Council for Equality delivered a scathing report on the alarming rise of sexism in the country. The findings painted a disheartening picture, revealing a regression in gender equality among younger generations. Sexist stereotypes prevailed, verbal abuse became commonplace, and the report starkly declared, “Sexism: we don’t necessarily know where it starts, but we know how it ends.”
Tragically, in present-day France, a woman falls victim to femicide every 2.5 days, underscoring the urgency of addressing this pervasive issue. A significant contributor to the escalating sexism, especially among the youth, is the toxic environment of social networks. These platforms serve as breeding grounds for degrading content towards women, fueled by hyper-masculinity and misogynistic rhetoric, often perpetuated through algorithmic recommendations leading users down dark online pathways.
Recognizing the severity of the situation, BETC Paris, in collaboration with the French High Council for Equality, initiated an impactful ad campaign designed to expose the grim reality and combat the proliferation of sexist content online.
Mercedes Erra, Founder of BETC Paris, emphasized the need for a radical approach, stating, “The amount of sexism among young people is growing, and we are witnessing violence that was previously unseen in our era. We were shocked by the report from the French High Council for Equality. I believe that we need to be radical and not let anything slide.”
The core concept of the campaign revolves around a compelling comparison between sexist comments from the 70s and their contemporary equivalents found online. Titled ‘Back to … the present,’ the campaign serves as a poignant return to current times, highlighting that, if anything, the situation has worsened. The cultural shock generated by this juxtaposition allows viewers to witness firsthand the alarming evolution of online sexism.
Sylvie Pierre-Brossolette, President of the French High Council for Equality, stressed the urgency of addressing this issue promptly: “9 out of 10 women say that they’ve faced some sexism. It is an important issue that needs to be tackled right away because sexism leads to horrible violence.” The campaign, airing on TV and online since January 22nd, includes a radio spot.
As we confront the unsettling reality depicted in ‘Back to … the present,’ the hope is that these stark lines and images will serve as a catalyst for swift action. The commitment of BETC Paris, led by Mercedes Erra, in crafting this powerful PSA underscores the imperative to make sexism a shameful chapter in history.
