Research shows that women are ten times more likely than men to be objectified in sports. All too often, media cameras covering female athletes have zoomed in with impunity to their breasts, buttocks, thighs and crotches. This has been going on for decades.
Sexist media camera angles aimed at women at sports events not only objectifies them, but also disrespects their skills and achievements. It also perpetuates objectification of women in everyday life. LUX felt that it was time to call out this insidious practice before it becomes normalized.
Beauty brand LUX stands with women against everyday sexism. We wanted to call attention to this issue and change the angle of sexist media cameras with actionable guidelines.