The Real Cost
The As We Are Project, in partnership with the Canadian Women’s Foundation, empowers young girls to think critically about gender stereotypes.
We created the Real Cost campaign to challenge parents’ perceptions of “cute” gendered t-shirts aimed at their young daughters. T-shirts with messages like “Future Trophy Wife” or “Princess in Training” have a far greater cost than the price tag alone. They can damage girls’ self-worth, identity and fundamentally change how they value themselves.