H&M sexualises girls with back to school promo
*Update: The ads have been removed thanks to your rapid action. Scroll to bottom for details*
This week a teacher forwarded us a sponsored post by H&M where pre-teen girls were styled and posed in school fashion outfits and the headline ‘Make those heads turn in H&M’s Back to School fashion.'
After decades of working against the sexualisation of girls we were immediately concerned and took to social media to call them out.
Our Movement Director, Melinda Tankard Reist, first posted on X (formally twitter) and the response was overwhelming.
"The little girls parents generally prefer heads don’t ‘turn’ when others see their daughters walking to school, on a bus or in class. Why would you want to fuel the idea that little girls should draw attention to their looks, bodies and ‘style’? Perhaps have a word to your marketing team and come up with something that doesn’t draw attention to pre pubescent girls already struggling to thrive in a culture that values ‘lookism’ as an aspirational goal?" Tankard Reist said on Twitter.
People all around the world began to call H&M out for their harmful and irresponsible ad.
Read moreWins and Highlights of 2023
Sexist caps removed, sexualised toys and kids clothing gone, sex industry shares dumped, paedophilic Twitter accounts shut down, child sex abuse doll accounts pulled, outdoor ad rules tightened, UltraTune ads dropped, ‘Penis Pacifier’ disappeared - all because our supporters took action!
Read moreWIN: Shareholders dump Playboy after our calls to divest
*Content warning
Six investment firms have (quietly) sold off their Playboy shares after our calls to divest from the global porn empire. They are:
Read moreWin! Porny image removed from Rydges Hotel male bathrooms
Yesterday we took to social media to ask CEO Jane Hastings to exercise corporate social responsibility and remove the p*rny image in the Rydges Gold Coast location mens toilets.


These types of situations and wins give me hope and encouragement that together we can take a stand and say no to the sexualisation, objectification and discrimination of wahine. We can work together towards a better future for our kids. Thanks Collective Shout" - Holly
Win! City passes rules to block porn billboards
Ad Standards fail prompts local council to act
Read moreWIN: SHEIN dumps sexualised clothes + toys after our campaign
After just 5 days of campaigning by our supporters, online shopping giant SHEIN has removed a range of g-strings for girls and a miniature penis shaped ‘squishy’ toy.
Read moreEtsy locks down search terms - but we need to keep the pressure up
Update from petition starter Anna Cordell
E-commerce giant Etsy appears to have blocked search terms related to child sex abuse dolls.
Read moreWIN! Thrivent divests from strip club shares
US-based investment firm Thrivent Financial for Lutherans has quietly sold off over one million dollars in shares in strip club company RCI Hospitality Holdings (RCIHH) after Collective Shout called on them to divest.
We were surprised when we discovered Thrivent - a company with particular appeal to faith-based and ethically motivated investors - was propping up and profiting from the sale of women’s bodies as men’s sexual entertainment.
Over the weekend it was reported that Thrivent divested in all remaining shares for RCIHH. This is a massive victory for our movement!
Etto advertisement breaches Ad Standards code
Skincare brand Etto Australia has been found to be in breach of Ad Standards code of ethics after promoting their product in The Good Weekend.
Read more