In honor of International Women’s Day on March 8, Freeform celebrated by bleeping out instances of females saying “sorry.”
The young adult network’s #NotSorry campaign aims to inspire women to be unapologetically bold, daring, confident and powerful, and encourages viewers to raise their voices for equality, according to a press release.
“Women should not be sorry for asking for equal rights or equal pay. Women should not be sorry for seeking justice, speaking out against harassment or asking for gender parity,” the network said on a YouTube promo (posted above) promoting the event. “In observance of International Women’s Day, no woman on the Freeform network will say “I’m sorry.”
Between 11 a.m. and 11 p.m. on March 8, Freeform’s #NotSorry meter counted nearly 50 times that the word was struck from women’s vocabularies. Throughout the day, Freeform asked fans to submit what they were #NotSorry for across social platforms, with women saying they refused to apologize for the choices they made, or for making people uncomfortable by being themselves.
The campaign amplifies Freeform’s commitment to its tagline “A Little Forward” that focuses on stories that energize and empower young adults to celebrate the power of possibility and inclusivity.
With that in mind, and speaking of celebrating strong women, Freeform revealed plans for an immersive mermaid museum in Los Angeles to promote its upcoming drama Siren.
The series stars Eline Powell as a mysterious girl who shows up in Bristol Cove, a town known for its legend of once being home to mermaids, and begins wreaking havoc upon the small fishing village. Marine biologists Ben (Alex Roe) and Maddie (Fola Evans-Akingbola) must work together to find out who and what drove this primal hunter of the deep sea to land, and if there are more like her out there.
Freeform teamed up with global lifestyle media brand Popsugar to bring this mermaid culture to life in the heart of Hollywood. The free, ticketed space will be open from March 22 - 25, leading up to the network’s two hour premiere of Siren on March 29—none other than International Mermaid Day.
Exhibits will include unique photo installations and illusions, a speakeasy-inspired fishing store, a 360-degree underwater immersive experience and … a live mermaid that will be swimming in a custom-built tank filled with 4,800 gallons of water which, at the end of the exhibition, will be donated to TreePeople and used to support Los Angeles landscapes.
Freeform will also make a donation to Heal the Bay to support sea creatures everywhere.
“At Freeform, our goal is to defy expectations and bust stereotypes of theme for our programming,” said Tricia Melton, senior vice president, marketing, creative and Branding at Freeform. “Mermaids have long been portrayed as timid objects of desire, but our new series Siren flips the narrative quite literally on its tail.”
And that is something Freeform is certainly #NotSorry for.