PodHER - "THIRST"

Klick Health, Vancouver/Klick Health, Chicago

Awards

1724

Brand: PodHER
Country: Brazil

Advertiser: PodHER

Title	THIRST
Agency	Klick Health, Vancouver/Klick Health, Chicago
Campaign	THIRST
Advertiser	PodHER
Brand	PodHER
Date of First Broadcast/Publication	2022 / 9
Business Sector	Public Safety, Health & Hygiene
Tagline	The first short film made to survive online sexist censorship rules in an effort to change them.
Story	THIRST is a short film about women’s pursuit of sexual equality. For too long, women have been denied the right to access and enjoy their own sexual freedom. Our film follows a woman on a journey of self-exploration as she seeks what previously felt out of reach: pleasure. The film itself follows the rhythm of the sensation of pleasure and the building of a climax, but designed to outsmart the discriminatory social media algorithms that censor posts about women’s sexual health. Visit podher.org/thirst to learn more about why pleasure matters and sign our Change.org petition aimed at removing gender bias from social media algorithms.
Philosophy	“Thirst” was created in partnership with PodHER as a hack to outsmart the algorithms, get people talking about this issue, and ultimately help change sexist social media censorship rules. PodHER is a female- and Latina-run non-profit (founded by Brazilian ballerina and Dior ambassador Ingrid Silva) that helps women of all backgrounds embrace and understand their power through storytelling and meaningful conversations. To outsmart algorithms, the film uses water as a visual metaphor, and shows a woman on a journey of self-exploration and pleasure. It follows a sensual rhythm and is set to Nina Simone’s “I Wish I Knew How It Would Feel to Be Free.” Created by women for women, the four-minute short builds to a climax, all under the radar of algorithms to avoid censorship. “Thirst” was inspired by research by University of Columbia professor Dr. Jessie Ford, which focuses on the impact sexual inequality, stigma, and power have on sexual health, and addresses sexual inequality and the pursuit of female pleasure, which is often overlooked and deprioritized in our society. The film also links to a petition that calls on social media companies to remove the sexist censorship algorithms that unfairly silence the sex educators and pleasure-focused companies that are seeking to change the narrative about women’s pleasure and sexual health.
Problem	Female pleasure is vital to a woman’s overall health, yet social media algorithms unfairly label it as porn–especially when it comes from diverse content creators, like sex educators and advocates. This censorship prohibits women from getting accurate and current information, and reinforces the narrative that women’s sexual pleasure is wrong.
Media Type	Web Film
Length	99 seconds
Soundtrack	"I wish I knew how it would feel to be free" by Nina Simone
More Information	https://www.podher.org/thirst
Direction and script	YUCA
Production Company	The Youth
Director of Photography (DOP)	Yuri Maranhão
Director of Photography (DOP)	Larissa Zaidan
Production Designer	Thais Russo
Talent/Actors	Angélica Pimenta
Editor	Maria Luísa Machado
Color Grade Artist	Ana Escorse
Executive Producer	Yuri Maranhão
Executive Producer	Eduardo Lubiazi
Executive Producer	João Machado
First Assistant Director	Kelly Bill
Second Assistant Director	Bianca Leal
Underwater Photography	Lucas Pupo
Line Producer	Debora Lemes
Advertising Agency	Klick Health, Vancouver/Klick Health, Chicago
Group Creative Director	Amy Fortunato
Group Creative Director	Andrea Bistany
Executive Creative Director	Bernardo Romero
Music Production Company	Jamute
Singer	Marô
VFX/Post Production	COLOSSAL
Chief Creative Officer	Rich Levy