#MoreThanPretty
<Avon Global>
A social campaign that exposed unconscious gender bias in the way we praise children.
Research showed that parents unwittingly praise their sons and daughters differently – to the detriment of girls’ development.
This film was an English-language adaptation of our Brazilian Rethink Praise campaign.
Directors: The Fridman Sisters
80% of praise for girls is based on how they look, while boys are praised for their talents. Avon believes every girl deserves to reach her potential so we created a campaign to change the way we praise girls. To tell girls they are more than pretty.
Launched in Brazil in October 2017, the campaign reached 38 million and became a subject of debate nationally with Avon becoming the most love brand in Brazil during the campaign.
The social film.