# Self-Sufficient Heroines Fairytale Femmes in Home Depot's DIY Ads Don't Need Men By Marissa Brassfield | Published 2009-06-25 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/home-depot-do-it-herself References: [behance.net](http://www.behance.net/Gallery/Home-Depot-Do-It-Herself-Campaign/253092) Most fairytale heroines are maids in waiting, wringing their hands for Prince Charming to come along and save them. Not so with the [fairytale characters](https://www.trendhunter.com/trends/the-enchanting-collection) portrayed in Home Depot’s [Do-It-Herself campaign](https://www.trendhunter.com/trends/she-built-that-1) by Sarah Riddle. The campaign features reworked fairytales in which the heroine did a little [DIY home improvement](https://www.trendhunter.com/trends/tinkr-toolkit) to thwart the bad guys. There’s Little Red Riding Hood, who’s just installed locks to keep out the Big Bad Wolf; Rapunzel, who successfully made her own ladder to escape; and Little Bo Peep, who put up a fence to keep her sheep where they belong. Fantastic work! ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 39% | Activity: 61% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Key Themes Behind This Trend - **Empowered Fairytales:** Opportunity to create new narratives that empower female characters and challenge traditional gender roles in storytelling. - **DIY Home Improvement:** Growing trend of women engaging in DIY home improvement projects, creating opportunities for targeted products, services, and advertising. - **Female Leadership:** Increasing demand for advertisements and media that celebrate strong, independent female characters, presenting opportunities for brands to align with this cultural shift. ### Where This Applies - **Retail:** Opportunity for home improvement stores and suppliers to offer specialized products, tools, and workshops focused on women's DIY projects. - **Media and Entertainment:** Opportunity for filmmakers, writers, and content creators to develop new stories and characters that challenge gender stereotypes and empower female protagonists. - **Advertising:** Opportunity for brands and marketers to create inclusive and empowering advertising campaigns that resonate with female consumers, promoting gender equality and diversity. ## Related on Trend Hunter - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Sleep Support Fairy Tales](https://www.trendhunter.com/trends/sleepless-beauty.md) - [Festive Fairytale Campaigns](https://www.trendhunter.com/trends/gift-happily-ever-after.md) - [Whimsical Garden Product Campaigns](https://www.trendhunter.com/trends/where-the-good-things-gro.md) - [Book-Shaped Toolkits](https://www.trendhunter.com/trends/the-hot-girl-toolkit.md) - [Youthful Home Improvement Campaigns](https://www.trendhunter.com/trends/you-got-this.md) - [Shampoo Female Empowerment Ads](https://www.trendhunter.com/trends/lifebuoy.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Gendered Building Campaigns](https://www.trendhunter.com/trends/she-built-that-1.md)