The task was to work with the Advertising Women of New York to help build awareness of their annual Good, Bad, and Ugly Awards, which recognise positive portrayals of women in advertising. To do this, we created a fictitious, non-profit organisation called Pigs Anonymous. Pigsanonymous.com ultimately served as a call for entries, but also featured videos of top creatives going through a 12-step chauvinistic behaviour reform programme, a quiz to determine users' level of chauvinism, an advice column from a female creative director, certificates for reformed pigs and a store that featured items intended to help you get in touch with your feminine side. There were also Pigs Anonymous related downloads and a place to report fellow industry pigs.
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