The Era Coalition, a body formed to ratify the Equal Rights Amendment in the US, has launched a campaign to fight for women’s rights, by ensuring that at least one woman will have constitutional rights moving forward.
As part of the campaign, it has announced the launch of Woman Corp, which is actually a woman, disguised as a company. The campaign explains how this will be the first and only woman in America, whose rights the government will fight to protect.
Conceptualised by Ogilvy New York, with additional support from BCW and GroupM, the campaign film takes a satirical route, to highlight how the American government protects, and continues to expand the rights of corporations, while the rights of women are stripped away. The protagonist in the film, played by actor Gabriella Pizzolo, introduces the founding of Woman Corp.
Additionally, people are also being invited to join the staff of Woman Corp on LinkedIn, by adding it to their work experience. The company is supported by a board of directors, including Congresswoman Carolyn Maloney; trial lawyer Benjamin Crump; Pizzolo; author Ilyasah Shabazz; lawyer and Virginia State Senate candidate Jennifer Carroll Foy; Ogilvy’s global CEO Devika Bulchandani; Kimberly Peeler-Allen of the Center for American Women and Politics and Mona Sinha of Equality Now.
Zakiya Thomas, President and CEO, Era Coalition, said, “The Supreme Court has expanded rights for corporations while taking away fundamental rights for women and people who can become pregnant. At the same time, our politics are so polarised that members of Congress refuse to acknowledge that women are equal to men and should have equal protections under the law. This is ridiculous and embarrassing. We need our government to stop playing politics with our rights and do better. It's past time for the Equal Rights Amendment."
Lisa Bright, chief creative officer, Ogilvy California and global chief creative officer, Ogilvy PR, said, “2022 has seen the undoing of years of progress that women have marched, protested, and fought for. We wanted to blast a spotlight on the absurdity that while our U.S. government consistently defends the idea that corporations are ‘persons’ – extending more and more rights to them – the rights and protections granted to women are going the absolute opposite direction. And it’s a shame we need to get so damn creative just to get equal rights and protections in this country regardless of our sex. It is imperative that we get the Equal Rights Amendment recognised in our Constitution so that we can put an end to the continued efforts to take away our rights.”
The film will run across various digital and social platforms.
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