Advertising has a long history of objectifying women. Now, one powerful female ad exec is fighting back.

Madonna Badger’s new campaign, #WomenNotObjects, is making big some waves.

It started when Badger, who heads up the advertising firm Badger & Winters, anonymously released a video on YouTube on January 11. The video begins with the results of simple Google search: “Objectification of women.”

The results turned up ads with troubling portrayals of women. The clip, which is two-and-a-half-minutes, features women critiquing the ads by mocking what the images are suggesting.

The aim of the video is to start a discussion using the #WomenNotObjects hashtag.

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