The veteran actress Ángela Molina is the protagonist of the new institutional campaign launched by the Ministry of Equality on the occasion of the International Women's Day (8M) under the slogan “Women of high value. We will not let the past advance”. This initiative seeks to counteract retrograde discourses and gender stereotypes that have been spread on social media around the idea of the “woman of high value,” conceptually linked to traditional roles that limit female autonomy.
The campaign video features Molina reflecting and ironizing about said representations, especially criticizing ideas that promote submission, dependence, or a return to traditional domestic roles, which according to its promoters evoke “a vision that sounds like the 50s”. With this audiovisual piece, an attempt is made to highlight how these discourses can negatively affect the perception of women and hinder advances in equality.
The Minister of Equality, Ana Redondo, has explained that the campaign not only aims to make visible and dismantle sexist messages, but also celebrate the achievements made by feminism and reinforce the need to keep alive the fight for real equality in all areas of society.
The initiative will be widely disseminated through television, digital media, social networks and public spaces until March 22, with the aim of reaching the largest possible number of people around the commemoration of 8M.