Feb. 2, 2013
/PRNewswire-USNewswire/ -- This Sunday,
Representation.org is organizing concerned citizens nationwide to use the hashtag #NotBuyingIt on Twitter to call out sexist Super Bowl commercials in real-time. The non-profit plans to reach 1 million plus people with this conversation around the representation of gender in advertising, and in the process inspire hundreds of thousands more to recognize their power as consumers to influence the media and advertisers.
"Eighty-five percent of the purchasing decisions in
the United States
are made or influenced by women. It's time we used our consumer power to let the media know: sexism won't sell," said
Jennifer Siebel Newsom
, CEO and Founder of
Representation.org. In 2011 Newsom wrote, produced and directed the award-winning documentary
, which exposes how mainstream media contributes to the underrepresentation of women in positions of power and influence in America. She is also the Executive Producer of the Academy Award nominated
The Invisible War
The Super Bowl is by far the most watched television event in America, and nearly 50% of its viewers are women and girls. Yet most advertisers direct their messages to adult men and often portray women in demeaning and degrading ways. Through the use of #NotBuyingIt,
Representation.org and its followers will demand that Super Bowl advertisers better reflect the actual audience of the big game and further educate the general public on the importance of gendered media literacy.
In conjunction with this social media event,
Representation.org just released a new YouTube video documenting the success of last year's campaign. During 2012's game, hashtag #NotBuyingIt reached nearly 1 million Twitter users and was briefly a trending topic on the social media site.
To help keep track of all the activity this year,
Representation.org also unveiled a brand new #NotBuyingIt webpage earlier this morning.
To learn more visit missrepresentation.org/notbuyingit