Facing a future where women are still paid 23% less than men for the same work, and where 1 in 5 women are raped or sexually assaulted in gender-based violence, little girls between 6 and 13 years-old dressed as pretty pink princesses drop F-bombs to draw attention to society’s continued sexism.

Asking the question…

“What’s more offensive? A little girl saying f*ck or the sexist way society treats girls and women.”

These adorably articulate little ladies in sparkling tiaras turn the “princess in distress” stereotype on its head and contrast the F-word with words and statistics society should find shocking such as “pay inequality” and “rape.”

The video also features a 12 year-old boy wearing a pink gown standing up against sexism saying, “When you tell boys not to ‘act like a girl,’ it’s because you think it’s bad to be a girl.”

“Some adults may be uncomfortable with how these little girls are using a bad word for a good cause. It is shocking what they are saying, but the real shock is that women are still paid less than men for the same work in 2014, not the use of the F-word. The big statistic that 1 out of 5 women are sexually assaulted or raped is something society seems to find less offensive than a little four letter word and we love how these girls draw attention to that imbalance. Instead of washing these girls’ mouths out with soap, maybe society needs to clean up its act.”

Mike Kon, Video producer