SheKnows Media Launches The F Word to Explore What it Means to be a Feminist Today

New Multifaceted Content Series Kicks Off With a New Hatch Video,
Showing Tween Girls’ Year-Over-Year Reactions to the Concept of Feminism

The F Word to Introduce a Short-Form Video Contest Open to the
Public, Culminating in a Special Screening in New York City in February

Landmark Research on Feminism to be Released in 2016

, a leading women’s media company with nearly 79 million
unique visitors a month* and 246 million social media fans and
followers, today announced that it has launched a new, multifaceted
content series called The F Word: Feminism Is Not a Dirty Word.

The F Word explores the recent up-swell in interest and
conversation around what it means to be a feminist today. Committed to
its mission of women inspiring women, SheKnows Media initiated this new
content series in response to the social discussions among its vast,
predominantly female audience and contributors. SheKnows Media is also
behind the #Femvertising
movement, encouraging marketers to employ pro-female messaging and
images in their ads in a dual effort to increase brand awareness and
sales, while doing the right thing by women and girls.

“As a women’s media company, we have a responsibility to explore
language, particularly as it concerns gender identity,” said Samantha
Skey, Chief Marketing Officer, SheKnows Media
. “The concept of
feminism continues to morph along with societal norms. We see wide
disparities in views of feminism among demographic and psychographic
groups. The word itself creates tension, which is fascinating to us. We
are eager to explore our community’s perceptions of the language of

The F Word project kicks off with a new video featuring tween
girls who belong to Hatch,
SheKnows Media’s mission-based, innovative digital storytelling and
media literacy program for kids.

To illustrate how the confidence gap girls experience in their tween
years can be positively impacted through gender identity discussions,
the video compares footage from 2014 to 2015. It shows the girls’
transformation from not knowing what a feminist is to embracing the
concept and self-identifying as one. This marks the beginning of the
qualitative and quantitative research that the company will release on
the topic of feminism. View the Hatch video here.

In November, SheKnows Media will roll out the next phase of The F
series with a short-form video contest. Both women and men will
be prompted to create and submit videos where they define what it is to
be a feminist.

“With so many amazing creators out there and our audience reach, we want
to give a huge platform for an engaging and enlightening conversation
about that most controversial of ‘F’ words. The submissions can be
humorous, they can be serious and everything in between. And of course,
they should be imminently shareable,” said Lea Ann Leming, Chief
Content Officer, SheKnows Media

The contest will culminate in a special screening in New York City in
February, when SheKnows Media will also open a call for nominations for
its second annual #Femvertising Awards. The awards program honors brands
that challenge gender stereotypes by building awareness-generating,
pro-female messages and images into ads that target women and girls.
View last year’s winners here.

For more information about The F Word, please contact
To learn more about SheKnows Media, visit

*comScore, Media Metrix, Multiplatform Lifestyles Category Ranking
Report, June 2015, U.S.

About SheKnows Media

is a leading women’s media company with nearly 79 million
unique visitors per month (comScore, Media Metrix, Multiplatform
Lifestyles Category Ranking Report, June 2015, U.S.) and 246 million
social media fans and followers. The company operates a family of
leading media properties that include,,,,
With a mission of women inspiring women, SheKnows Media is
revolutionizing the publishing industry by forging a new kind of model
that seamlessly integrates users, editors and content creators onto a
single platform designed to empower all women to discover, share and
create. Whether it’s parenting or pop culture, fashion or food, DIY or
décor, our award-winning editorial team, Experts, bloggers and social
media influencers produce authentic and on-trend content every day. We
dig deep to learn what makes our audience tick, revealing unexpected
insights on women and digital media. Our robust, end-to-end suite of
premium branded content and influencer marketing solutions generate more
than 2 billion ad impressions per month (sources: DFP and OAS), allowing
brands to distribute authentic content and integrated advertising at

SheKnows Media is based in New York and Scottsdale, Ariz., with offices
in Los Angeles, Chicago and Redwood City, Calif. We also operate
internationally in Canada, Australia and the United Kingdom.


SheKnows Media
Jenni Ottum, 480-231-4887