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Katherine Johnson was not seen on black-and-white photography without the bright yellow shot of light. At the back, in the fourth row of the NASA Control Center, is the mathematician of African-American descent. At that time, 1969, when the flight of the moon with the Apollo 11 is again on the way to the earth. Behind, very small, among all the men she carries. It was she who had calculated the trajectories of Apollo 11.
Katherine Johnson was selected by Schwan-Stabilo; The German stationery manufacturer announces with her and two other women, who had forgotten the story, for her light pencils. "Highlight the remarkable" is the title of the campaign – highlight the remarkable. Stabilo was also highlighted: Edith Wilson, wife of US President Woodrow Wilson. And Lise Meitner, Austrian nuclear physicist. Wilson ran her husband's business for a year and a half after suffering a stroke. Meitner was the first to physically explain nuclear fission.
The Campaign Strikes the Nerve of Time
A good two billion Stabilo Boss has been sold since the invention of the lightweight pen in 1971, according to the manufacturer. What colors humanity with the iconic markers everything: starting times on train tickets, biblical passages, text passages in the medical book, phone numbers on the agenda. For once, the lightweight pen does not introduce hierarchy into everyday life, but casts its bright yellow spotlight on women who have been neglected despite great accomplishments.
Without a doubt, the idea of this advertisement is beautiful. Of course, even if there is a calculation behind the campaign, it hits the nerve of the time. Equal opportunities and gender equality and male dominance – these are the topics of the hour. Also in popular culture. Hollywood filmed the story of the forgotten mathematician Johnson with "Hidden Figures". Mattel is trying to straighten out Barbie's outdated image with the "Inspiring Women" series. Again, you can find Katherine Johnson. And finally, the BBC devoted films to the forgotten women of the Second World War: the audacious test pilots of the Royal Air Force and the intrepid agents of the SOE (Special Operations Executive). The latter put their lives in danger in the occupied territories of Europe during espionage missions – on the other hand, James Bond operations are simple Sunday outings.
Promotional sexism persists
Remarkable is also Stabilo advertising, because it marks a counterpoint in an industry where sexism remains stubbornly banal. Recently, for example, a World Cup campaign by Dr. Ing. Oetker for discussion: The woman had been ordered in the kitchen, after all, it is their job, the football man "happy to cook".
And when Stabilo launched a range of specifically "feminine" products with neon a few years ago, the protest against genre marketing was soon to come. Yes, the manufacturer of lightweight pens is not without mark in the certificate.
It's clear: Like Hollywood, advertising loves stories of heroes. And the biographies of Johnson, Wilson and Meitner are excellent. But we still like to accept such heroines. (Tages-Anzeiger)
created: 05.07.2018, 16:52
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