On YouTube, Snickers Australia launched a campaign video promoting their candy bar in an unconventional way.
In the ad, construction workers holler at women walking down the street, but instead of catcalling, the men yell empowering statements such as “I’d like to show you…the respect you deserve” and “a woman’s place… is wherever she chooses.”
The advertisement seemed to work in efforts to promote equality and feminist values; however, the video quickly went south within the last few seconds as prominent white text overlay in the video read: “You’re not you when you’re hungry.”
The ideology behind the advertisement refers to the fact that catcalling has become the norm. Although the video takes place in Australia, catcalling has become a form of sexual harassment that women all over the world can relate to.
According to the U.S. Equal Employment Opportunity Commission, sexual harassment is defined as any unwelcome sexual advances, requests for sexual favors and other verbal or physical conduct of a sexual nature.
The topics of sexual harassment and catcalling are relevant, especially at SMU, since there were seven cases of sexual assault reported within the last year and one case of sexual assault since the beginning of this year according to the SMU Office of Police and Risk Management.
While most people would not file a crime alert if they were catcalled, this form of sexual harassment occurs daily for women. Although there are no recent studies to be found, in 2008, Holly Kearl conducted a randomized survey of 225 women in the U.S. and reported that 98% of respondents have experienced street harassment multiple times in their lives, and 30% are harassed regularly.
And despite the progression of equality for gays and minorities in today’s society, women still struggle.
As a woman, I find it disturbing that being harassed frequently is normal. I turn red when I hear a band of guys hollering or whistling. I feel uneasy walking by myself. I get anxiety when I see men check out other women and comment maliciously, knowing I’ll be next. And I empathize with the other women I see who get catcalled and watch as their faces get apprehensive.
Now I’m not saying that I don’t like compliments or that I’m disgusted by any man who wants to say hello on the street. I don’t like being called anyone’s “baby,” “honey” or “girl”- especially if we’ve never met. I don’t like hearing, “take it off” or “goddamn, look at you.” I’m just trying to go about my way.
Comments that are meant to be positive can be that way if they are said properly. Although the intention may come from a good place, the way slang is used to converse with women nowadays comes off as offensive and degrading. It doesn’t take much effort to turn a perverted smirk into an innocent smile, or to turn a dirty comment into a greeting. Not only would it brighten someone’s day, but maybe that girl will end up talking to you instead of power walking away.
