The Muted-Group Theory claims that because languages of cultures are MAN-made, the language aids in defining, depreciating, and excluding women and that when women attempt to overcome inequality, the fact that communication is dominated by men, they remain at a disadvantage. In other words, because men act as the gatekeeper of communication within a society, the language, itself, as a tool to perpetuate the oppression of the marginalized.
This viral campaign, produced by ALWAYS (a company that manufactures and sells feminine hygiene products), acts as a form of female empowerment by attempting to shed some light on the use of certain language that demeans the female gender. It portrays the idea that language acts as a tool to oppress those groups not in power.

https://www.youtube.com/watch?v=XjJQBjWYDTs