Beauty brand, LUX, has launched a campaign to end the objectification of women’s bodies in sport. The campaign, called #ChangeTheAngle, aims to draw attention to the fact that media coverage of female athletes often focuses on their intimate body areas, rather than their sporting achievements.
LUX partnered with South Africa’s SABC Sport to livestream the Durban Open Women’s Beach Volleyball tournament, where female athletes wore QR codes on the areas where cameras typically zoom in. When viewers scanned the codes, they were directed to a short film called “Hey Camera”, which challenges broadcasters and photographers to reconsider how they portray women in sport.
LUX’s research shows that women are 10 times more likely to be objectified than men, leading to serious forms of sexism. The brand believes that objectification can diminish female achievements and undermine confidence, and that sport is a powerful example of this.
Men in sports are frequently portrayed as strong role models, while women’s body parts often receive the most attention. The #ChangeTheAngle campaign has been promoted through online, social and PR channels, with influencers, athletes and celebrities like Zozibini Tunzi, Miss Universe 2019, endorsing the campaign.
Severine Vauleon, Global Brand Vice President of LUX, said: “This doesn’t only devalue the female athletes’ professional performance and achievements, but also perpetuates the objectification issue many women face every day.
At LUX, we believe that beauty should be a source of strength, and that the focus should be on celebrating the beauty of their strength, skills and achievements in sport.” Hinoti Joshi, Global Business Lead from Wunderman Thompson, which spearheaded the campaign, said that media and broadcasters have the power to change the sexist portrayal of women, and urged them to recognise the flaws in this antiquated practice and become change agents to end everyday sexism.