When thinking of the term 'action hero,' no doubt 99.9% of the world's population will instinctively think Schwarzenegger, Stallone, Cruise and a multitude of male macho men. But what if things were different?
GoldieBlox has brilliantly imagined a different reality where all our leading action stars are women in this epic stop motion video. But the motivation behind the video stretches much further than a couple of minutes of animated fun.
Our girls deserve action heroes
Following on from the growing narrative in the media recently about gender inequality, fueled by Jennifer Lawrence's letter about pay-gaps, GoldieBlox is taking a stand. On their blog, they write
"Only 12% of protagonists in major Hollywood films are female. In movies across the board – G-rated, family films included – male speaking characters outnumber female speaking characters three to one.
"Our girls deserve action heroes with flowing hair and combat boots. Our girls deserve to see themselves onscreen as well as calling the shots behind the scenes. Our girls deserve more."
The statistics are shocking. Did you know only one of the top 500 films of all time was directed by a woman of color? And only a measly 1% of those 500 star women of color?
The only thing that separates is opportunity
During her recent Emmy acceptance speech, Viola Davis highlighted the fact that the divide still exists strongly. She said:
“Let me tell you something: the only thing that separates women of color from anyone else is opportunity.
“You cannot win an Emmy for roles that are simply not there.”
Further to Viola's comments, I think the video is genius -- using lighthearted means to highlight serious issues is a clever way of raising awareness. It's a topic that needs to be continually discussed, and continually debated until serious action is taken.
Changing the equation
GoldieBlox is a fine example of innovation attempting to quash the status quo. Inventor Debbie Sterling, when completing her engineering degree, was so surprised by the lack of females she decided to do something about it.
So she helped produce the company who produce toys that disrupt the "pink aisle" for girls, and help create a new narrative where girls feel they can do anything:
GoldieBlox is determined to change the equation. We aim to disrupt the pink aisle and inspire the future generation of female engineers.
The video has already had a huge impact. Ivanka Trump expressed her delight at the video on Twitter:
You can see the full video below, and find out more information, by visiting the website.
Keep up the good work, GoldieBlox!