‘Awesome’

Girl, 8, convinces Kellogg’s to end sexist branding on cereal boxes

Daliah Lee. (Change.org)

An 8-year-old Australian girl’s grassroots campaign to change what she described as sexist branding on Kellogg’s cereals boxes ended successfully last week when the company announced that it had agreed to her request. Daliah Lee had previously written to Kellogg’s to express her dismay that a promotion on the back of Nutri-Grain cereal boxes featured pictures of boys “doing something awesome,” but never depicted girls taking part in the same activities.

“Why can’t girls be on the back?” she wrote in a May letter to the cereal company. “Can this please stop, it’s not fair. Girls can do something awesome too … Please fix this.”

The company’s lackluster response — which didn’t address her complaints but instead suggested that she “find other products of ours that you can enjoy” — left Lee “very disappointed,” she told The Sunday Project. So she decided to draw more attention to the issue, starting with a petition on Change.org.

“I wrote a letter to Kellogg’s to get them to change it. They responded but said nothing about the problem. That’s why I have made this petition to get you to help me change it,” she wrote. “Kellogg’s Nutri-Grain has only been putting boys on their boxes … doing amazing things like surfing on the biggest waves or skateboarding upside down. Girls can do that as well as boys. We don’t have to think one is better than the other. We are both humans … It is offending girls who can do amazing things too. It is stopping them from thinking that we are both equal. Kellogs [sic] should change their boxes because we are equal and they need to see that.”

On Friday, Kellogg’s finally gave Lee the response she was looking for.

“Hearing Daliah’s passion and, as a company that values diversity and inclusion, we’ve decided that we will update the pack imagery with images of both females and males … so that we can continue to inspire all Aussies no matter their gender,” the company said in a statement to Ten Daily.

And Lee, for her part, says she liked the feeling of getting something done. Next up? “I want to be prime minister,” she said.

Read the full story at Fox News.

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