Sexy, not sorry.
75 percent of all apologies come from women. This has now come to an end.
Sorry for my appearance, my words, my figure, my age, my height, my body hair, my scars, my personality - women have always apologized for things that don't deserve an apology. We want to change that. Together with the prestigious Austrian underwear label Palmers, we are therefore introducing the “End of Sorry” movement. The repositioning campaign “Sexy, not sorry” breaks with outdated social structures, encourages women to live their femininity freely and to stop apologizing for nothing.
At the heart of our campaign: seven women with different stories and personalities as representatives of the beauty of female diversity. One of them is the Somali-Austrian model, former Bond girl and author Waris Dirie, who fights for women's rights and against genital mutilation as a UN Special Ambassador with the Desert Flower Foundation based in Vienna. Bianca Rosemarie, a deaf activist with vitiligo who fights for visibility and acceptance. The queer performance artist Pandora Nox, who performs as a drag queen against traditional gender roles and was the first cis woman to win the reality show format Drag Race Germany. Also part of the campaign is extreme athlete Stefanie Millinger, eleven-time world record holder from Salzburg.
The campaign message was not only spread as part of an Austria-wide OOH campaign, including Vienna's largest OOH presence on 1200 square meters at Westbahnhof, but also on all online channels. Additionally, we created the “Not Sorry Stories”, an emotional content format for social media in which our brand ambassadors tell us the things they no longer want to apologize for.
Our campaign celebrates and encourages every individual woman and communicates a core message that everyone needs to hear: We are young, old, small, heterosexual, homosexual, female, androgynous, quiet, loud - we are who we are and we are “Sexy, not sorry”.