A group of protesters in bras and neon balaclavas gathered outside Parliament to inspire undecided women to vote.
The protest took place today (14 June) in an effort to encourage six million unsure female voters to help decide the nation’s future.
With the General Election on the horizon, new research reveals that 20% of women ‘don’t know who to vote for’.
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Comparatively, just 11% of men report being undecided – meaning girl power could swing the country’s fate on 4 July.
The study, conducted by Lemonade Dolls, is part of the underbrand brand’s new campaign, ‘Swing it, girls’.
English comedian, actor and Strictly Come Dancing Star, Jayde Adams, has pledged her support to the cause.
Historic statues of female figures across London have also been kitted out with limited-edition bras branded with the word ‘VOTE’ to remind women to exercise their right to vote.
A statue of Emmeline Pankhurst, the late organiser of the women’s suffrage movement, was also spotted in a bra.
The feminist icon helped women win equal rights to vote 96 years ago.
Only four days are left for members of the public to register to vote before the deadline on 18 June.
The current election holds extreme significance for pressing issues that include the cost of living crisis,
the future of the NHS and the protection of rights for women and the LGBTQIA+ community.
‘’Voting is always a critical aspect of any election,” said Lemon Fuller, the CEO of the underwear brand.
“Many fierce and courageous women have fought tirelessly to secure our right to vote, laying the foundation for a more inclusive society.
“That’s why we are here causing a riot to ensure women get down to their local polling station on the 4 July.
“Our sole objective is to encourage women to participate in the voting process and help shape the future of our country, in a time when so many women are undecided or do not vote at all.
“So grab your friends, sisters, mothers and grandmas – let’s make some noise and show everyone that voting is the ultimate power move.’’
Jayde Adams said: “I’ve never told anyone what to think or who to vote for, and I usually keep my stand-up neutral.
“But when it comes to empowering women, I’m all in.
“In my specials, I’ve always encouraged women to consider the world around them with humour.
“Learning that 20% of women don’t feel inspired to vote or believe they have a voice in the next election drove me to support this campaign.
“Women are inherently political; government decisions directly impact us, and we nurture the future.
“Women with more power and autonomy will create a more compassionate future for everyone.
“Let’s get registered and on 4 July, use our hard-earned power for real change.”
Five percent of the profits made by Lemonade Dolls on its website from 14 June until 4 July will be donated to the Young Women’s Trust.
The organisation works to help achieve economic justice for young women by tackling huge issues, such as misogyny and sexism.
While campaigning for women to cast their vote to help shape the future, Lemonade Dolls will also be selling an exclusive VOTE collection of its limited-edition bras.
Claire Reindorp, chief executive at Young Women’s Trust, added: “There are 9.5 million young women and a million of them are on low or no pay.
“They’re feeling unheard and disengaged from politics but it’s important that issues that matter to them are brought into the spotlight so that the future government is clear on the action we need to see.
“Things like unequal pay, unfair treatment in the workplace and the lack of progression have been
holding young women back for far too long and it’s time that politicians actually listen and, more importantly, act.”
You can register to vote before 11.59am on 18 June via Gov.UK.
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