Documents 9A: "Homemaker," NOW/ERA Referendum Committee, Iowa ERA Coalition, Television Advertisements, 1980. Folder: M.R. Enterprises -- Advertising, Box 6, Iowa ERA Coalition Collection, Iowa Women's Archives, University of Iowa.
This television advertisement, as well as the one that follows (see Document 9B), aired during the week immediately preceding the November 4th election and targeted a wide audience. The first advertisement highlighted the inequalities suffered by housewives, and how the Equal Rights Amendment could address those issues; the second advertisement targeted working women by highlighting economic inequalities. Both advertisements emphasize the simplicity of the ERA.
Advertising & Public Relations
3001 Grand Avenue
Des Moines, Iowa 50312
Client: NOW/ERA Referendum Committee
Start:October 31, 1980
Stop:November 4, 1980
Commercial No:ERA 80-30 "Homemaker"
Before you vote, we want you to know the facts about equal rights for homemakers.
Full time homemakers have the least economic and legal rights of all Americans.
Discrimination in pension plans and survivor benefits hits a homemaker the hardest when she is widowed, divorced or separated, which happens to four of every five married women.
Opponents of equality are misrepresenting the truth. Don’t be fooled.
If you believe in equality
Vote on November 4th.
Vote Yes on the Iowa Equal Rights Amendment.
CUT TO FINAL VISUAL AT LINE 10:
The Iowa Equal Rights Amendment: "To ensure that the state shall not deny or restrict the equality of rights under the law on the basis of gender."
VOTE YES FOR EQUALITY
Pd. by IA NOW/ERA Referendum Committee, Shelly Bain, Treas.