What’s more offensive? A little girl saying f*** or the sexist way society treats girls and women? That's the question a bold new video of young girls swearing asks in hope of drawing attention to the issues women face today.
The advert by American activist T-shirt brand FCKH8 starts with five little girls, aged between 6 and 13 years-old, wearing stereotypical pink princess costumes and uttering the word "pretty".
But the image is suddenly turned on its head when the girls start dropping f-bombs, saying: "I’m not some pretty f***ing helpless princess in distress. I'm pretty f***ing powerful." The young girls continue to curse as they speak about the issues women face today from inequalities in pay to rape and sexual abuse.
The provocative campaign says that instead of being offended by little girls using curse words, society should be offended by the fact that women in America are paid 23% less than men for the same work and one in five American women are raped or sexually assaulted in gender-based violence.
The video is to promote FCKH8's new line of T-shirts that read "Girls just want to have fun-damental rights," with proceeds going to charities who fight for rights for women and girls.
The end of the satirical advert features women wearing the T-shirts, with one saying, "Instead of cleaning these girls' mouths out with soap, maybe society should clean up its act".
What do you think of the video? Is it brilliantly powerful or a message gone too far? Share your thoughts in the comment section below.