Are you looking for ways to help battle the use of stereotypes in advertising? The Unstereotype Alliance is an industry-led initiative convened by UN Women to unite leaders cross business, technology, and creative industries to tackle the issue.
The Unstereotype Alliance says, "Stereotypes are everywhere; we can't escape them." The organization -- which is made up of leading advertisers, advertising agencies, and others -- encourages marketers to battle stereotypes through adhering to its Code of Principles.
According to the Code, marketers should create unstereotyped branded content by:
- Depicting people as empowered actors;
- Refraining from objectifying people; and
- Portraying progressive and multi-dimensional personalities, not vacuous
The organization is aiming to see significant change by 2020.
Recently, on International Women's Day, the Unstereotype Alliance released a tool -- the Unstereotype Metric -- to make it easier for marketers to determine if they are using gendered stereotypes in their advertising.
"Advertising is a particularly powerful driver to change perceptions and impact social norms" -- Phumzile Mlambo-Ngcuka, Executive Director, UN Women