Is it even a surprise that ‘feminism’ was declared as world of the year by Merriam-Webster in 2017? The year turned out to quite eventful for the women and feminists across the globe when ground breaking anti-sexual assault and women’s empowerment movements like #MeToo and Time’s Up not only garnered a lot of attention but also went viral. Carrying the same vibes and energy forward into 2018, we can arguably say it is the year of the women.
It is about time; the issue of women objectification and sexual harassment not only be taken into consideration seriously but also addressed and resolved. A global consciousness needs to be raised considering the obstacles women encounter in their daily lives, both personal and professional due to objectification. The way #MeToo movement, an international movement against sexual harassment and assault against women gained momentum, is an indication of the widespread prevalence of sexual assault and harassment, especially in the workplace. The phrase was popularized by Alyssa Milano when she encouraged women to tweet about it and "give people a sense of the magnitude of the problem". The response on Twitter included high-profile posts from several celebrities including Gwyneth Paltrow, Ashley Judd, Jennifer Lawrence, and Uma Thurman.
As the #MeToo movement went viral on social media, many women, including well known celebrities came out in the open talking about their horrific experiences of sexual misconduct. On May 25, 2018, American film producer Harvey Weinstein was arrested in New York, charged with rape and other offenses.
Time’s Up shares a similar vision for women’s empowerment, but it has some different, specific goals. Time's Up is a movement against sexual harassment and was founded on January 1, 2018, by Hollywood celebrities in response to the Weinstein effect and #MeToo. Time’s Up can be thought of as a solution-based, action-oriented next step in the #MeToo movement. The organization’s aim is to create concrete change, leading to safety and equity in the workplace. It includes high-profile leaders like Reese Witherspoon, Natalie Portman and Shonda Rimes.
Every campaign is about giving people a voice. Through the #TurnOnYourEyes campaign, MyGlamm wants to follow in the footsteps of the #MeToo and Time’s Up movements and create a movement to address the problem of women objectification. Women across India and the world are stared at, judged and made to feel conscious on a daily basis. The #TurnOnYourEyes campaign calls out to all women to stop ignoring these stares and reverse the shame by looking them directly in the eye with confident glare of your own.
MyGlamm collaborates with Lisa Haydon to spread the message, and see a cultural transformation by encouraging millions to speak out about sexual violence and harassment and turn the thing around by fighting back. It’s time to stop ignoring the objectification. If they stare, glare back. Girls, it’s time to #TurnOnYourEyes.
MyGlamm has partnered with GiveIndia and The Magic Bus Foundation to raise and donate up to Rs.1 Crore towards women empowerment. With every purchase of MyGlamm eye product, Rs.50 is donated to our charity partners to ensure that the women of India get to lead a happy and harassment-free life.
It’s time to take the #MeToo movement to the next level, it’s time to #TurnOnYourEyes.
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