Hulu Promoted the Handmaid’s Tale with 140 Sculptures of Women in New York


Hulu’s third season of its hit show Handmaid’s Tale recently started airing, the show is based in a dystopian future where women are subjected to servitude. To promote Handmaid’s Tale third season, Hulu together with CNN’s branded content studio Courageous decided to tackle real-life gender inequality.  Out of the 150 statues across New York City, only five are of women. In March the city stated that it will address the issue by adding new ones honouring Billie Holiday, Elizabeth Jennings Graham, Helen Rodríguez Trías, and Katherine Walker. Now Hulu is calling out this disparity in female to male statues with their latest campaign for Handmaid’s Tale.

Hulu Promoted the Handmaid’s Tale with 140 Sculptures of Women in New York

About Handmaid’s Tale

Handmaid’s Tale is an award-winning TV show which is based on Margaret Atwood’s dystopian novel. It paints a bleak future where women are forced into motherhood by a theocratic regime. The show shows a dystopian future following a Second American Civil War wherein a totalitarian society subjects fertile women, called “Handmaids”, into child-bearing servitude. It stars Elizabeth Moss, Samira Wiley and Alexis Biedel.

About Hulu’s Art Show to Promote the Third Season of Handmaid’s Tale

Hulu together with Courageous CNN’s branded content studio staged a public art show to promote the third season. The campaign was created to highlight a real-life example of gender inequality. Hulu’s art show for Handmaid’s Tale involved placing mirrored statues of female figures at Madison Square Park.  They placed 140 statues to close the gap and highlight how women are being ignored. The statues were nearly invisible from far away but those who came close saw a reflection of themselves. Their reflection symbolized the potential they have to shape history. At the art show, we also saw women dressed in the Handmaid’s Tale iconic costumes. They were stationed next to the statutes and shared info about Gertrude Stein in Bryant Park and Golda Meir

The Minds Behind the Campaign Speak about the Campaign

Michal Shapira the svp of news content partnerships at Turner spoke to Adweek about the campaign.  According to him, the team behind the campaign thought that it was really unfortunate and a stat that should be brought to light, given the history and the countless ways that women have helped shape the country and fought for equality. He also explained how from afar, it represented how fleeting the representation of women can be. He talked about how up close, it gives people a chance to see themselves and It’ll remind them that they might not be able to shape the past, but we can certainly shape the future.


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