Female Empowerment —
AR takes a step towards gender equality
The woman — the sex, which overflows with energy and charisma. The creature that is emphatic, resilient and organized. The being that can easily harmonize household, family and work all at the same time. Women — women are obviously lovable, and incredibly strong beings. But even though society has changed massively in the last decades, their abilities and powers are unfortunately still underestimated and doubted:
The woman — the sex, which cannot drive a car. The creature, that is bad at math, has no clue about technology, always has to be right, talks too much. The being that has no sense of orientation and needs eternities in the bathroom.
At least that’s what they say about her. This is the image of women that is fixed in most people’s minds. Women are often pressured into “typically female” behavior patterns, whether at work or in private life. The mindset influenced by centuries of christianity, presenting the roles of women and men, still engraved in some people’s minds: Men go to work and earn the money to feed the family; women belong in the kitchen, doing the housework and looking after the children.
Female Empowerment” attempts to break these clichés and encourage women to be confident and overcome boundaries: to anchor the image of women as a strong and emancipated gender in society.
Female empowerment is unfortunately still more of a wish than a reality. This term describes the process of the increasing significance and equality of the female sex in society. Strong, self-assured women fight for equality, rights and freedoms; for closing the income gap between men and women, and combat the prevailing inequality of opportunities on the job market. They fight against any kind of covert or outright gender discrimination and thus break the prejudices against women anchored in people’s minds.
“There are many, many untold stories of women throughout the world.”
A groundbreaking AR solution celebrating female empowerment and bringing female historical figures to the forefront is Young&Rubicam’s (Y&R) “The Whole Story” project.
Throughout history, men have always been celebrated for their great achievements and success, but for women, unfortunately, things have been rather different. In the US, less than 8 percent of public statues represent women.
Augmented Reality is to change that
The Whole Story is a movement that uses AR technology to highlight powerful historical women. Developed by Current Studios, the app uses location-based AR to show female statues alongside pre-existing male statues. A short description of their biography is also provided.
Currently you’ll be able to find 23 statues of men in New York City, and 13 more across the world, that can be displayed with their female counterpart through Augmented Reality. Marie Curie, Maria Montessori, Nina Simone and Amalia Earhart are just a few of the women that are now digitally immortalized as AR statues.
One of the reasons for the AR-feature is certainly the time: it takes a long time to finalize a statue; “We don’t want to wait for statues to be built, so we took it into our own hands”, Shelley Diamond, CCO of Y&R, explained. The Augmented Reality Project is meant to emphasize the importance of historical women, telling their significant contributions to history and consolidating them in people’s minds. Another goal is to push people towards building more statues of iconic women, hoping that one day they’ll be present across all continents.
We at getbaff also stand for the topic of Female Empowerment and have worked on two exciting Use-Cases to emphasize and empower women:
getbaff x Céline Flores
We have launched an exciting project with Céline Flores already in spring this year. The former Miss Universe Germany 2018 is one of the Top 25 LinkedIn Voices, running her own video format “AHEAD” on the platform. In this program, she provides her followers with information about everything of importance on the topics of innovation, technology and entrepreneurship. To get a closer connection to her followers, Céline decided to reach out to 100 of her chosen business contacts to send them “Membercards”, that can come alive with the AR-technology by getbaff. The owners of the cards gain access to frequently updated exclusive video content of Céline, discussing news or business related topics. The feedback was a complete success, as the post got an incredible amount of traction and interaction, especially compared to her average posts.
getbaff x Miss Germany
Through the first-time cooperation with getbaff, Miss Germany now combines female empowerment with breathtaking technology. Using our Augmented Reality technology, the company provides new female applicants with exclusive impressions and insights into important topics, supporting female emancipation and empowerment.
Fully in line with their new corporate philosophy “Empowering Authentic Women”: starting 2019, Miss Germany has stood for women who reach their potential, embody individuality, and express their future-oriented visions. Strong, value-oriented, and above all different characters, who want to create great things with their mission, are in the forefront here. “Personality instead of poses” or “beauty with brains” are the fundamental keywords.
Tickets to Live Events, that the applicants can “baff” to get exclusive content, starting at the important touch points of the new recruits right down to the live finale, which will be more interactive and magical through it — getbaff is there to accompany every step of the way to Miss Germany 2021, thus setting an example for female empowerment and emancipation.
