The women's bathroom just got a little more empowering.
According to a new campaign from software developer Axosoft, the character on the women's restroom sign isn't wearing a dress.
That innocuous triangle shape is really a superhero-style cape.
The female-shaped outline on the door of every women's bathroom isn't a reminder of misogyny; it's a statement about female empowerment.
The viral initiative, #ItWasNeverADress, invites women to rethink previous assumptions about their capabilities.
Axosoft's website elaborates,
Through storytelling, community building, innovation and creative disruptions, It Was Never a Dress will foster necessary conversations, vital voices, and images from around the world that honor ALL women. When we see women differently… we see the world differently!
The brand plans to invite men and women across the Internet to share stories of moments when the realities of situations differed from the way they viewed them.
Axosoft debuted the campaign on Monday at the Girls in Tech Catalyst Conference in Phoenix.
#ItWasNeverADress I love this pic.twitter.com/qIWb1SUY2t — Kate Mayfield (@mskmayfield) April 30, 2015
Lawdan Shojaee, Axosoft's CEO, told the Phoenix Business Journal the campaign empowers women who might feel as if they can't step into tech.
Actual hats off to @axosoft. This is how you market to technical women. pic.twitter.com/p90yEpcyAg — Alice Goldfuss (@alicegoldfuss) April 27, 2015
She said, "It's so hard for women to be in this space."
.@taniakatan now @axosoft to get community more involved in tech. Story soon. #gitcatalyst pic.twitter.com/eu7QrBQqsn — Hayley Ringle (@PhxBizHayley) April 27, 2015
"We want to make sure women's voices are heard."
It was never meant to be a dress! #gitready Girls in Tech! @axosoft pic.twitter.com/MpaCELtleV — TechTHiNQ (@TechTHiNQ) April 28, 2015
For the company and its followers, #ItWasNeverADress is about creating a narrative.
#ItWasNeverADress ...#ItWasAJumpsuit hanging with @axosoft at the @GITphoenix #gitcatalyst pic.twitter.com/sP9O5Jzj8i — Amanda (@AmandaMeully) April 28, 2015
By inviting women to share their stories, Axosoft unites them.
That's more like it. #ItWasNeverADress @axosoft pic.twitter.com/delkElBuYf — Cynthia Wines (@CynthiaWines) April 30, 2015
[caption id="attachment_1020426" align="aligncenter" width="600"] Facebook[/caption]