Q. Why Pinkstinks? Isn't that negative?

'Pinkstinks' is thought-provoking, memorable and summarises our feelings. We believe that many pink products are increasing damaging and restrictive attitudes towards girls. This is a huge problem and we feel any criticism coming from our campaigns is very necessary. In addition to highlighting the negative implications of pinkification however, we actively promote self-esteem, positive body image and female role models for children.

Q. What's wrong with pink? Pink is just another colour.

Pink is certainly a colour for everyone. We believe however, that pink and its many facets currently represents an overarching social concept of 'girl' that is strongly limiting, reinforces stereotypes and has further ramifications. Pink has become the signpost for all things girl. From an increasingly young age, children are being funnelled into identifying with toys, games and other products, which separate them and narrow their range of play and experience.

Q. But girls clearly love pink because that's what they choose!

It's clear lots of little girls are enjoying pink, but Pinkstinks believes that the out-of-hand manner in which this concept is spread and aggressively marketed, means that girls are left without choices – or at the very least, a false choice – gravitating towards pink because culture overwhelmingly expects it of them.

Q. Are you telling children what they should and shouldn’t like?

No. Our campaign is not about saying that the choices children make are wrong, it's about asking why they are making those choices. We try to raise awareness and create positive change through our campaigns. We would like retailers and media to start taking corporate responsibility for the misrepresentation and narrow definitions of girls/women, and ask people to consider the repercussions that we see as strongly linking to pink culture. Cultural change is key.

Q. What are the repercussions?

Girls are more than ever experiencing a crisis of 'self'. Eating disorders and body issues are an increasingly normal part of growing-up as a girl. We, amongst many others, believe this lack of self-esteem is to do with a society that tells them their value lies in their appearance and ultimately sex-appeal. Pinkstinks sees these narrow ideas of attractiveness and 'girliness' as being defined in the 'pink stages' and onwards. As pink-branding starts from birth, so do these sexist, damaging notions.

Q. What about boys?

We believe that pink culture and gender-segregation affects the way boys view girls from very early on. Pinkstinks is about children - girls and boys. For more information read our blog post parts 1 and 2, about boys.

Q. What about boys' toys?

Pinkstinks believes that boys’ toys hold their own damaging notions. However, we focus on what we see as a pressing need to promote diversity, self-worth and ambition for girls.

Q. I like the campaign, how can I support Pinkstinks?

Find out ways to support and contribute by checking out our 'Support Us' page on our website.

Q. But...?

If you have a concern that hasn’t been covered here, please email us.

"I am nine years old and I think that the Pinkstinks campaign is my voice. Two girls on my class table are obsessed with pink and makeup but I think that girls like me shouldn't be forced to like pink. Can you think of a good name for girls who don't want to be girly girls but arent tomboys. My mum and I have been trying to think of one for ages.

Sophie xxx