Lux: In Her Name

To create the 'In Her Name' campaign, LUX has worked with linguistics professor and language expert Liu Yanchun on 100 new names that genuinely reflect what Chinese women should be called nowadays. Instead of highlighting outdated 'feminine' traits like 'quiet', 'loveable' and 'small', or a sexist preference for a son such as 'welcome younger brother', the new names evoke strength and potential, from 佳睿, meaning 'beautiful and wise' to 明奕, meaning 'a girl with a bright future'. The activation idea is by creative agency VML Singapore.