How Unilever Got Caught Discriminating Against Women (And My Part in Getting Them To Change)

It’s been a very good week for journalism and feminism.

It actually started a few weeks ago, when my friend Kate wrote a piece about a contest she’d entered to win a commercial space flight. The contest was sponsored by Axe (or Lynx as it’s known in the UK), the men’s deodorant brand, and Kate was disturbed by the sexism of the contest’s marketing. Ads feature damsels-in-distress saved by handsome men (lifeguards, firemen) who subsequently ditch these men for other, less Hollywood-looking men in astronaut suits. The tagline: “Leave a man. Return a hero.” The campaign gives the impression only men can be astronauts, and that only men can enter the contest, and Kate was right to kick up a fuss about it.

On Sunday, one of these ads aired during the Super Bowl, and I noted the sexism of it to the friends I was watching with. To my amusement, not one person had picked up that there was a contest being advertised at all. And when I told them, everyone was convinced that it had to be for men only even though I told them I knew of at least one woman, Kate, who had already entered. So I wrote my own post about the campaign, noting that in addition to being sexist, it appeared to be thoroughly counter-productive.

That’s when things started to get interesting. Late on Monday, both Kate and I got word via our blog comments that in other countries, the contest was open to men only. Countries such as Russia, Mexico, the Ukraine, Indonesia, Kuwait, the UAE and Saudi Arabia. That was despite the fact that Axe spokespeople had told both of us that the contest was open to women when we’d asked.

I was angry that Axe had lied to us, and that they had confined the contest to men in the markets where they thought they could get away with it. But equally, I wondered if they had misjudged which markets those might be. At least *some* of those countries had to have anti-discrimination laws.

So I did some digging. A Russian lawyer pointed me to clauses in the Russian Constitution and Criminal Code that barred “abasement of dignity” on the basis of gender “in mass media.” A Mexican lawyer sent me to the country’s advertising regulator, whose code of ethics bars sexism in marketing materials. And a quick scan of the Unilever website (Unilever is the Anglo-Dutch conglomerate which owns Axe) found that the firm’s own code of ethics bans gender discrimination. I wrote up the relevant laws and codes in a second post and asked Axe to clarify how it was going to square the contest rules against them. That was Thursday.

Meanwhile, the sexism of the advertising was beginning to get press coverage elsewhere, at Discovery magazine and the BBC and the #astrogrrls hashtag on Twitter was busy.

Late on Thursday night, Axe came back to me with the following statement:

Unilever has communicated to all markets in all regions, that the contest is open to both men and women. Upon review, certain markets are currently revising their terms & conditions to reflect this directive.

Wow.

I write a lot about sexism and a lot about companies behaving badly, but as much as I advocate for the significance of journalism, it’s really quite rare when it leads so quickly to this kind of change.

What made it work was the fact that we – myself, Kate, Remco Timmermans, Carmen Victoria, reporters in Russia and around the world, and space geeks on Twitter – were able to coordinate with each other and eager to share information instead of jealously guarding our own scoops. One of the big surprises for me about Unilever’s mishandling of this was their assumption that it would be possible to have different contest terms in different countries, and to tell reporters and activists in different countries different things about the contest, without any of us comparing notes. Discrimination and false PR statements are always wrong, but in a digital age, they are also stupid. You will get caught.

I rail a lot against the state of contemporary feminism and in particular at the disappointing vitriol-to-substance ratio of online feminist discourse. If you’re following me on Twitter, or have the (mis)fortune to know me offline, you probably hear enough about this in one day to last you a lifetime. This week was a much-needed reminder of all the good the web can do for feminist organizing, when we’re using it to make each other stronger and not to tear each other down.