Grand opening on august
opens exhibit “Gender & Advertising” on Second Life
17, 2007 the Belgian media watch ZORRA opens its virtual
doors on Second Life. Second Life is the 3D world which
counts every moment of the day more then 30.000 visitors.
ZORRA, well known for its Public Award for the the
and/or role bending advertisement
has organised its exhibit building on Gender Square in
Second Life. The exhibit “Gender & Advertising” and its
quiz presents a selection of 10 years of good and less
good practices, from advertisements which are funny and
less funny, to advertisements which are controversial.
But ZORRA wouldn’t be ZORRA if it feared controversy. On
Second Life ZORRA continues to put question marks after
ads which are considered sexist. Enough to engage the
visitors in heated discussion, especially those who have
never had in their first life the chance or the time to
reflect on the topic of (in)equality in the
representation of men and women in advertising.
Second Life is offering this opportunity, and most of
all the opportunity, after visiting the exhibit, to sit
down at the Gender Square (place where ZORRA’s exhibit
is taking place on Second Life) and to engage in a
discussion with Second Life residents of all
nationalities, ages, colors and forms.
At the exhibit, what is perhaps most remarkable is that
on more than 30 exhibited advertisements three are from
the financial institute Fortis, and all three are found
on the side of good practice.
Gilke Eeckhoudt, marketing and communication manager at
Fortis Belgium, sees it as a recognition of the years of
efforts Fortis has provided on behalf of diversity. “In
its advertising campaigns Fortis wants to reflect ‘in a
truthful manner’ its clients and the labour market where
several prizes to win
: august 17, 2007 at 08:30 am
(Paris-Brussel-Amsterdam = SLT 11:30 am)
to ZORRA in Second Life in five steps
the web page
on "Join now" and chose a standard avatar (person).
Click on "Skip this step" if you don’t want to
register your credit card
Download and install the computer program (10
the program Second Life (SL). Take 20 minutes to get
hold on the navigation tools of SL.
the Search button, select Mature and look for the "Gender
Square". The teleport function will start. If you
don’t see your hosts Adalace Jewell or Zebo
Spitteler click "IM" at the bottom of your screen
and send one of them an instant message.
You already have a
Second Life account,
and you will be teleported to the ZORRA building on
See you in your Second Life,
The ZORRA team
Fortis, Ms. G. Eeckhoudt, tel. ++32 (0)2 228.71.15