Don’t be a

Digital collage
2285px x 1265px
2021

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A look at how hyper masculinity and violence are utilized as marketing tools to promote and sell products. It draws attention to a specific instance in 2020 when Coca Cola®, Australia, launched a campaign that replaced the iconic ‘Coca-Cola’ branding on their cans with slogans like ‘dude’, ‘the boys’, and ‘mate’, which are synonymous with toxic masculinity culture in the country. This campaign coincided with a period of heightened domestic violence and femicides in the country. In this artwork I reflect on the use of phrases like ‘don’t be a dumb cunt’, a particularly masculine and toxic expression ingrained in Australian slang. Through its portrayal, the artwork boldly addresses the use of advertising language, and the social constructs it perpetuates. It urges you to question and challenge the prevailing narratives that promote a culture of violence against women.

This piece is featured in the Gift Shop. Looking for a print or want to share an idea? Drop me an email.