> If they identify with the feminist cause and support it, they don't need to prove it to you or justify how their campaign is or isn't feminist.
We've seen that many times organizations that claim feminism or feminist principles often don't act in a way that is supporting of women, so being critical is fully warranted when an organization says one thing but does something that seems to do nothing but perpetuate existing stereotypes and problems. Moreover, they made the claim, not me, so asking "why is what you are doing feminist" is important.
Is it a mythology if it is based on hard facts? I.e. this sounds a bit like saying that heat engine works on mythology of lower energy levels in a heat sink. Also note that just like heat engine equalizes energy levels between source and sink, such campaing seeks to equalize gender inbalance. Which I guess is as feminist as you can get.
I think it is actually beneficial for a person or an organization working toward women's right to disassociate themselves from the feminism movements and related labels lest they actually do end up spending all their time constantly justifying themselves.
My point is, that a) that campaign didn't foster a myth, it used a real, existing potential gradient and b) it is very much pro-feminist as long as they're letting things equalize and not actively trying to maintain that gender gradient.
ETA: of course I can compare a physical phenomenon to a social one, mathematical models don't differentiate between those. Still, I chose that example only to highlight that calling facts a "mythology" is weird.