Ladies in China usually have stereotypical names that evoke weak point, or perhaps a parental choice for boys. Ladies throughout the area are actually rejecting the outdated stigma and main magnificence model LUX has launched Reclaim Her Title, a brand new marketing campaign that conjures up ladies to take management of their id. Reclaim Her Title is a digital device for China’s social media channels to assist ladies change their conventional names by providing new variations, inspiring them to interrupt freed from the stereotype.
LUX labored with artistic company VML Singapore to create a digital device that helps ladies in China to vary their names, all with a easy shake of their cell phone. This pioneering platform each simplifies and beautifies the method of title altering in China.
Reclaim Her Title is a digital device that works throughout China’s three largest social platforms: WeChat, Weibo, and Rednote. Ladies enter their present title into the app, then merely shake their cellphone to generate a brand new title, utilizing comparable characters to their unique title, however creating a brand new model that has a extra fashionable and empowering which means. Repeating the method till they’re impressed by one that actually resonates and displays their self-identity.
In addition to creating new names, LUX created a bespoke typeface, impressed by the traditional script of Nu Shu, the world’s solely writing system created by and for ladies. This contemporary device for feminine empowerment attracts on an historic supply of feminist inspiration: Nu Shu, a singular ‘script of the sisterhood’ first created through the Track Dynasty. In contrast to conventional Chinese language characters, this secret language was completely utilized by ladies, handed down by generations as a strategy to specific feelings, share tales, and protect their cultural heritage in a patriarchal society that always sought to silence them.
Impressed by Nu Shu’s flowing, coded strokes, LUX designed New Ladies’s font — a recent typeface that pays homage to this resilient and resourceful spirit. Reclaim Her Title deconstructs oppressive and outdated names, reforming them into highly effective new alternate options that set up the energy and resilience of their foremothers. Reclaim Her Title not solely sheds gentle on this cultural bias but additionally empowers ladies to take motion by offering them with the instruments to reclaim their id.
To amplify the Reclaim Her Title marketing campaign message of self-transformation, LUX is collaborating with influential ambassadors all through China to guide by instance and to encourage different ladies to check out the digital device.
Judy Zu, World Model Director for LUX, says “Every Chinese language character is an alchemy of sound and image: the identical strokes, rearranged, weave blessings or critiques. At LUX, we imagine each lady deserves a reputation that turns into a mirror to her energy and a compass for her journey. But, even in the present day, profound bias nonetheless lurks behind many ladies’s names. That’s why we created Reclaim Her Title: not simply to rename, however to reignite. As a result of each lady can – and may – sculpt her id unapologetically, simply as characters remodel with each stroke, so can we”.
Ladies are actually talking out and utilizing #ShakeForChange to advocate for energy in feminine empowerment, whereas encouraging others to take to the digital device for their very own enlightenment.
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