By Samantha Grossman
January 26, 2016

Four years after losing her three young daughters in a house fire, advertising executive Madonna Badger is devoting her energy to a new campaign that urges advertisers to stop using women as objects.

The campaign is simply called #WomenNotObjects and the above video aims to get the message across as clearly as possible. It begins with a Google search for “objectification of women.” What follows is image after image of women being used as hyper-sexualized props to sell everything from Burger King sandwiches to Post-It notes.

Badger told the Wall Street Journal that she’s trying to honor her daughters by raising awareness about sexist advertising and how harmful it can be to young women. She admits that during her advertising career she’s been a part of the problem. (She created those Calvin Klein ads with Mark Wahlberg and Kate Moss, for example.) Now, she’s pledging that her agency, Badger & Winters, will never create ads that use women as props.

“I love my job,” Badger said, “but I don’t want to do it if it hurts anyone.”

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