Stabilo ad highlighting historical achievements of women shines online

Titled "Highlighting the Remarkable", the campaign focuses on the achievements of three women, marked out from photos with a highlighter.
Titled "Highlighting the Remarkable", the campaign focuses on the achievements of three women, marked out from photos with a highlighter.PHOTO: TWITTER/GRAY

An advertisement campaign for Stabilo highlighters has been gaining praises online - for literally highlighting women's contributions in history.

Titled "Highlighting the Remarkable", the campaign focuses on the achievements of three women - a mathematician, a physicist and a former First Lady of the United States.

In the advertisement, the women are marked out from photos predominantly filled with men with a highlighter from the German stationery maker, and their achievements summarised in a short caption.

The advertisement was published in April by advertising agency DDB.

According to advertising community website Ads of The World, the agency had wanted to challenge conceptions that the man is always the hero.

"The truth is, all too often women were upstaged, and their actions and successes not mentioned," the description for the campaign declared.

One of the advertisements showed a picture of a room full of men waiting for the return of Apollo 11, the first space flight that landed on the Moon. A woman in the background of the photo is highlighted and identified as Ms Katherine Johnson, with the caption: "The Nasa mathematician responsible for the calculations resulting in Apollo 11's safe return to Earth."

The two other women featured in the campaign are Lise Meitner, who was credited with discovering nuclear fission, and Edith Wilson, the former American First Lady who assumed presidential responsibilities after her husband Woodrow Wilson suffered a stroke.

Twitter user Gray tweeted the advertisements on Thursday (July 5) with the caption: "The new Stabilo adverts are perfect."

His tweet attracted more than 50,000 retweets and 92,000 likes in the two days since it was published.

Some replies highlighted more achievements from the women, while others immediately declared their support for Stabilo.

Twitter user Laura Moodie said: "Appealing to both my stationery obsession and my feminism. Well played, Stabilo."

Another Twitter user, Philippe Chouinard, said: "This 'Highlight The Remarkable' ad campaign by Stabilo is genius. So many more women could be added though (Rosalind Franklin, Nettie Stevens, etc) ."