International

Ad agencies work to “rebrand girls” as awareness of sex-selective abortions rise

In the past couple years more and more people are coming to realize that abortion is a sexist phenomenon that disproportionally targets girls for death before they are even born.

The Economist wrote in 2010 about “The Worldwide War on Baby Girls” and this summer the Wall Street Journal published an article (“The War on Girls“) reviewing a book on the subject, which among other things, pointed to the fact that since the late 1970’s over 160 million female baby girls have been aborted by parents seeking sons.

All of this attention has generated a wave of popular media comment on the subject, which has also increased interest in research papers showing just how prevalent this awful practice has become, especially in developing nations such as China.

Now the tech magazine Fast Company has reacted to all of this with a media campaign entitled “The Birth of An Idea: Ads to Rebrand Girls“:

Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.

Now obviously treating unborn baby girls as a “commodity” to be “consumed” is deeply offensive to human dignity – male and female alike. And some of the promotional ads are in very poor taste. But the core concept: that women face discrimination in the womb and in countries which allow them to be targeted for abortion is a sound one.

In the fight to achieve full human dignity for all human persons, male, female, born and unborn, we may come across surprising allies and among them, yes, even ad agencies. Welcome to the true pro-woman movement!

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