OK, so you can’t actually buy it.
But we can all own it.
The power of Gendolene isn’t something that comes in a bottle. It’s our collective ability to resist and reverse the tide of pinkification that has gradually washed its way across so many toys, clothes, accessories and household items targeted at girls and young women.
Our goal is to challenge the production and marketing of items that simply reinforce restrictive and damaging stereotypes about what it means to be a girl.
The culture of pink segregates boys and girls into different aisles. In one it’s cool to be active, adventurous and explore the world; in the other it’s cool just to look pretty and explore as far as the next pair of shoes or shade of lipstick.
We think it’s about time manufacturers and retailers join the 21st century and find new ways of engaging with our young people that promote equality and empowerment for all, irrespective of the body we happen to be born into.
We launched our YouTube video in the same week as the UK government announced an independent review looking at the marketing of products to children, in particular those that are sexualised. We expect this review to address some complex and sensitive issues. Some would call for legislative intervention, others would consider this an unwelcome form of censorship. Whatever your view, make your voice heard and help us to open up all of these important subjects for debate.
Be part of the action
There is a growing international community working to stem the tide of pink and challenge narrow definitions of what it is that girls and boys are necessarily about.
Here are just a few of the folks who have inspired us; we hope you will also lend them your support and encouragement, especially during the holiday season – a time when the pink surf is most definitely up!
The Girl Revolution is on a mission to revolutionise the way we think about, treat, and raise girls. Adios, Barbie promotes healthy body image and self-image for all.
Pinkstinks, the phenomenal campaign for real role models, is successfully encouraging major retailers in the UK to change their ways. Sign up for their newsletter to keep posted about how your voice can help to dislodge counterproductive commercial practices.
Check out the Princess Free Zone for some alternative branding choices for young girls and Pretty Brainy for smart gifts for smart girls. Designing empowering products and blogging about the need for alternative choices for girls, it’s Pigtail Pals.
If there’s an issue you are passionate about and believe that it needs a platform to be heard, make sure you let campaigning organisations such as Netmums know about it.
Please forward our YouTube video on and help spread the word about individuals and organisations working to promote equality and empowerment irrespective of gender.
Join the conversation on Twitter #gendolene
Contact the EmpowerMe project via empowerme [at] gendolene.com
