They may be dressed as Disney princesses with bouncing curls but these ladies have no intention of being mistaken for anything less than equal women (ok, girls).
In a video from feminist group FCKH8, the company decided to recruit some lady ladies aged between six and 13, to deliver a pretty strong feminist message.
The clip (which is definitely NSFW) challenges the audience to define them as more than a ‘pretty f*cking helpless princess in distress’, asking:
“What is more offensive? A little girl saying ‘f*ck’ or the f*cking unequal and sexist way society treats girls and women?”
The girls go on to list a string of words that are a lot more offensive than the F-bomb against women, such as ‘pay inequality’, ‘rape’ or ‘violence’.
The message turns heavy when at the end of the video they share the statistic that one in every five women will be raped in the US, and one girl asks,
“Which one of us it will it be?”
Producer Mike Kon defended his decision to ask the young girls to curse, saying:
“Some adults may be uncomfortable with how these little girls are using a bad word for a good cause.
“It is shocking what they are saying, but the real shock is that women are still paid less than men for the same work in 2014, not the use of the F-word.”
