An American t-shirt company called FCKH8 has released an ad of little girls dressed in princess costumes performing for the camera. So far, so ordinary.

Well, not exactly.These miniature princesses spend most of the ad uttering expletives and addressing very adult issues. Not quite so ordinary now, right? The ad, to promote FCKH8’s feminist line, is a protest against gender inequality and these little girls are the face of the campaign.

Uttering lines like: “What is more offensive? A little girl saying ‘f*ck’ or the f*cking unequal and sexist way society treats girls and women?” The striking ad goes on to tackle the issue of rape and argues its case through these little girls who say: “Stop telling girls how to dress and start teaching boys not to f*cking rape.” Addressing the issue of gender inequality in the workplace, one young girl declares: “I shouldn’t need a penis to get paid.” While battling gender equality is an undoubtedly worthwhile endeavour, we're not too sure how people will react to seeing these beautiful little girls discussing such adult issues.

The company will be donating five dollars from every t-shirt sold to various anti-sexist organisations. What do you think of FCKH8's attempt to highlight gender inequality?

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