Change the words to
change the narrative

The problem

Sexist language affects everyone, but it impacts women and girls disproportionately.

This International Women’s Day, we’re highlighting how through literature, TV, social media and even everyday conversations, we tend to label the same behaviours and attitudes differently for men and women.

Welcome to the Double Standards campaign.

Change the words, to change the narrative.

One in five British men think it’s never problematic to use sexist language

(and a third don’t think about why they use it)*

*National poll of 2000 men, February 2023, by CPB London

The PledgeThe Pledge The Pledge The Pledge The Pledge The Pledge The Pledge The Pledge

Take the pledge for positivity

A commitment to change your words, to change the narrative.

The Pledge for Positivity seeks to galvanise us all into thinking about how we use language. Despite the old saying about sticks and stones, words DO hurt, even if used unintentionally. Sexist words and phrases can demean girls and women – and femaleness itself – ultimately preventing daughters, sisters or mothers from reaching their full potential, at school, at work, at home and in wider society.

By signing this pledge, whether as a teacher, an organisation,  a company or an individual, you commit to:

Watch out for the sexism that hides in everyday language, learn about it and spread the word.
Open things up for discussion in safe spaces, aiming to carry people with you versus finger-pointing.
Research the sexist words or phrases people around you use most. You have to list them to fix them.
Develop ways to call out sexist language, but with sensitivity. After all, it’s often used unconsciously.
Spotlight the insidious nature of ‘harmless’ banter – it’s not a get out of jail free card.

Brands who have already pledged