The Feminipsum text generator is ‘Lorem Ipsum’ for feminists

Feminipsum Poster03

Lorem ipsum dolor sit amet. Such is the primary clause of а placeholder text that may be discovered anyplace you look, from templates to web sites to advertising and advert copy. The downside is, until you communicate Latin, the phrases are gibberish. What in the event that they might be put to good use as an alternative?

“To place an finish to sexism, not a personality will go to waste,” is the motto of a brand new, feminist text generator designed to assist dismantle gender discrimination within the promoting business and past. Titled Feminipsum (get it?), the website lets you generate as much as 5 paragraphs that you may copy and paste in work-in-progress slide decks, web sites, advert copy, recipe layouts—anyplace that wants a natural-looking block of text whereas the format is being designed.

Feminipsum was created by artwork director Luiza Lopes and inventive copywriter Vitória Ferrari, two pals who met at an advert company years in the past and rapidly grew uninterested in witnessing sexist jokes within the promoting business. By advantage of its operate as a placeholder, the text could have a finite shelf life, however in massive groups, it might be learn by dozens of individuals earlier than it meets the delete button—sufficient to begin a dialog, one phrase at a time.

Collectively, Lopes and Ferrari have labored at advert companies from Wunderman Thompson to NBS to Unilever’s advertising workforce. Right now, each of them are based mostly in São Paulo and work at Africa DDB, Brazil’s largest advert company. “Once we have been beginning, sexism was louder at advert companies,” Ferrari says. “Once we realized that what we have been dwelling was sexist, we determined to make use of our energy as creatives to do one thing.”


The first iteration of the web site was born in 2017, with text in Portuguese. Quickly sufficient, the pair observed that the web site was being accessed from nations as far-flung because the United Arab Emirates, Vietnam, Russia, and the USA. At its peak, 50,000 guests have been coming by the platform each month. So, in September this yr, they constructed a model in English. “This is a world downside,” Ferrari says. “We think about our message would land in numerous markets, too.”

When you’ve ever watched the hit TV present Mad Males, you don’t want an introduction to sexism in promoting. And whereas the present was set within the Nineteen Sixties, too many adverts at present stay caught in the identical midcentury stereotypes, fueled partially by a dearth of gender diversity within the business.

Sexism, nevertheless, goes effectively past the promoting world. In line with a 2017 study by the Pew Analysis Middle, 42% of 5,000 grownup ladies surveyed within the U.S. stated they’ve confronted discrimination on the job due to their gender. These ladies labored in science, know-how, engineering, and math-related fields.

Feminipsum was designed by ladies, for ladies, however the true message is directed to males. In actual fact, Lopes and Ferrari knew from analytics that 52% of holiday makers (on the Portuguese web site) have been male. When crafting the text—in each Portuguese and English—they wished to strike a steadiness between severe and sarcastic with out ever falling into apologetical or hate messaging. “Humor is all the time simpler when speaking about troublesome topics,” says Ferrari, who wrote the placeholder text, which she fittingly calls a “manifesto.”

“Lorem Ipsum is identical to sexist behaviors in inventive departments,” the primary paragraph of the manifesto reads. “You don’t listen, you simply mess around. But additionally, why take a lifeless language poem or ladies significantly? In spite of everything, they’re only a small quantity in companies.”

The English model of Feminipsum has been stay for solely a month, so it’s too early for stats. However Ferrari says she and Lopes have obtained messages from quite a lot of customers, together with an artwork director at Dove who used Feminipsum whereas engaged on the model’s social adverts. (Ferrari even observed that the Portuguese web site had been accessed by somebody within the Brazilian authorities.)

With a extra internationally accessible model, the pair hopes to begin a dialog amongst artwork administrators, copywriters, and inventive professionals extra broadly. As Ferrari says: “Perhaps ladies will learn this and uncover they aren’t alone.”