The Netflix & Change campaign is a response to the wave of accusations against producer Harvey Weinstein. In my opinion the media coverage of the’ Weinstein Affair’ revealed the flaws in the communication of feminist principles. The excessively gendered graphic codes used in Nike, Monki or Dove’s feminist campaigns tends to restrict the scope of their message to the female sphere. However, the feminist struggle does not only belong to women, quite the contrary. So I wanted to question the means of communication of these feminist campaigns. In order to broaden my audience, I chose to use the American giant Netflix as a media.
As part of the Netflix and Change campaign (inspired by the popular expression Netflix and Chill), feminism is approached through the Bechdel test; it asks a very simple question: ‘Are there more than two women in the film? If so, are they talking about anything other than men’. The idea is to use International Women’s Day to advertise on social media an entire month dedicated to films and TV series that pass the Bechdel test. Series such as Orange is the New Black or Strangers Things, which place women at the center of their plot, have forged the popularity of the streaming site. The aim of the campaign is to change our relationship with women and femininity through cinema. The campaign allows Netflix to assert itself against Hollywood and above all to take part in the feminist struggle. Hence the slogan’ Hollywood loves women, we fight for them’.