Our own research shows that the majority of women – and many men – are offended by media sexism, but very few of us take the time to complain to the people responsible for the images and messages in the media. We gripe to our friends, we vote with our wallets, but the best way to make change is to speak to the decision makers themselves. The Internet makes it really easy to reach advertisers, broadcasters and publishers.When you email your complaint:

1. Be friendly. Tell them you’re a regular reader, viewer or buyer of the media or product involved, which will remind them that your opinion matters to their success.
2. Provide details. Mention when and where you saw the portrayal that offended you and be clear about what you didn’t like and why it’s important.
3. Make your impact clear. Let them know you’ll be boycotting their station, advertisers or products and mention that you’ll be encouraging others to do the same.
4. Request a response. This makes it more difficult for them to ignore your email, and requires them to invest time in figuring out how to defend their practice or commit to changing it.

It’s important to involve the following organizations, too. They’re responsible for enforcing anti-sexism guidelines in advertising and broadcasting. Their websites are equipped with complaint forms and they must consider and respond to any public concerns they receive. Insert links to the complaint pages of:

• Advertising Standards Canada http://www.adstandards.com/en/consumerSite/index.asp
• Canadian Broadcast Standards Council http://www.cbsc.ca/english/complaint/index.php
• CRTC http://www.crtc.gc.ca/RapidsCCM/Register.asp?lang=E