– Now they are completely on a whim – VG

– Winning this award is extremely uncomfortable. That Save the Children Youth chooses to use its brand, its public relations department and its internal resources to hang me in the media, I find it difficult to understand, says Sophie Elise Isachsen (26) to VG.

The winner of Gullbarbie was announced today. Save the Children Youth, also called Press, is organizing the award ceremony. Gullbarbie will turn to the actor who makes young people feel worse through the use of one-sided beauty ideals, old gender roles and unnecessary sexualization, and it is the children and young people themselves who nominate and vote for a winner.

Along with Sophie Elise AS, clothing brand Brandy Melville and video-sharing app TikTok were also nominated this year.

VG stressed two weeks ago that the quality of the press cannot ensure that only young people vote for the nominees or for the winner.

Pressure: I tried to invite to a meeting

But now the votes have been counted. It was Sophie Elise AS, the company of influencer Sophie Elise Isachsen, who received the worst award. According to the Press release, he won with an overwhelming proportion of the vote.

Against VG, Isachsen has previously taken a hard line against Prize Press and Gullbarbie.

Last week, the Press responded to the criticism: – It is not a personal attack

“Children and young people, through the votes they have cast in this year’s campaign, have clearly stated that the unnecessary focus on sexualization and the body in Sophie Elise AS’s advertising content in recent years has been detrimental. for the mental health of children and young people, “says Lea Mariero, Press Leader, in today’s press release.

In addition, the youth organization believes that the millionaire company Sophie Elise AS should assume greater responsibility, given the power of influence that the company has.

– On several occasions we have tried to invite Sophie Elise AS to a meeting so that we can have a constructive dialogue on how we think advertising can be changed so that it does not harm the mental health of children and young people, but we have not received a response, she says Mariero continues.

– Will not change the profile

Isachsen still thinks it is undeserved that he receives the award.

– But now that you’ve won, do you take it seriously? Are you going to change something in the way you profile yourself and your brand?

– My followers have grown with me, they know me for better or for worse. So no, I am not going to change the profile I have today. I sit down daily and respond to hundreds of followers, whom I help with low self-esteem, with daring to be themselves and with feminine challenges in all its forms, Isachsen tells VG.

Believe that most things can trigger youth and vulnerability.

– When I was young I read the books of influencers who had eating disorders, that caused me. But the same books that provoked me at the same time helped thousands of people. And that’s important, because you can’t control how people are affected by things, until we’re too different, says the influencer.

Lea Mariero says that is precisely why Isachsen must pay more attention to young people.

– We have seen an article written by Sophie Elise from 2015 where she says she was influenced to want a bigger butt. So it is paradoxical that she does not see that children and young people do not have the same tools to handle sexual messages in the media, she tells VG on Wednesday morning.

– I often make mistakes

Although Isachsen lives off his own brand, he believes that it is not a cynical machine.

– It’s just me, and I don’t have administrators or investors. Yes, many times I make mistakes, but all the time I try to do the right thing. Those with professional machinery, and who should know better, are Save the Children Youth, he says, continuing:

– When history looks back on this little moment in the Norwegian public, I’m pretty sure it will be Save the Children or the press who will have to apologize for their behavior, because now they are completely on a whim.

She also criticizes Jodel, where in the last week there has been a storm around Isachsen over whether to vote for her.

– What do you think of it being a kind of witch hunt in Yodel?

– Of course we distance ourselves from him, and we think it’s a shame that someone uses Gullbarbie in that way, but the channel on Jodel isn’t big enough to have that kind of impact on the award either, says the press leader Mariero to VG.

In addition, Mariero will point out that Prensa, Save the Children Youth, is not a big machine, but an organization with a thousand members and a total of five employees.

– He’s been into a lot of shit

Press Leader Lea Mariero reports in the press release that this year it has been a challenge to get the debate on what Gullbarbie is for.

– That is, shed light on how the media and advertising actors carry out cynical marketing directed at children and young people.

She says influential companies like Sophie Elise AS are not exempt from all liability. Despite the challenges, he still hopes that this year’s distribution can help facilitate the debate on influencer marketing.

– And that putting your own name in the name of the company should no longer be enough to escape all criticism.

– Do you think Sophie Elise escapes all criticism because she has her name as a company name?

– No, I am 100 percent aware that influencers, and perhaps especially Sophie Elise, have been into a lot of shit. We speak when it comes to business-related reviews that focus on influencer marketing, and the difference between individuals and businesses, Mariero tells VG.

– I don’t want to ask in any debate

Isachsen says he would have understood the criticism better if it had come a couple of years ago.

– When I promoted fillers on the lips and to a greater extent I used the body to “provoke”. Today I am a modern feminist woman for better or for worse, thankfully, because flawless role models are not credible, says Isachsen.

You have been asked to debate, but you do not want to.

– I want to lose myself – a girl with silicone on her ass against the youth organization of an international charity.

Finally, he says the Press believes that one of the three publications it publishes as advertising is problematic and that, in general, they think its images are too sexual.

– I am not in that kind of “end the shame”. I write books about my own complexes, I support animal welfare, I make my period and my own stretch marks visible, I am a vegetarian and I explore and own my own sexuality. It is the opposite of the old gender roles that they accuse me of playing.

To this Mariero has an answer:

– It goes a bit far. To say that something is sexualization is something completely different from ending the shame. It will be very derailing. Sexualization is giving something a sexual feel that it doesn’t really have, so using it in advertising is using it to sell products.