Unstereotype Alliance and shEqual Australia
Sexism in the advertising industry is still highly prevalent. While not all ads scream sexism, it can weave itself into advertising storylines in subtle ways. Over 130 studies across the last 20 years have suggested that sexualised or idealised images of women within advertisements can damage a woman’s self-esteem and satisfaction with their physical appearance, even when women are shown as liberated and in control of their sexuality. Women are often depicted as sexual objects, the homemaker, or mothers, whereas men are shown in more ‘serious’ positions of power and leadership. At Commsgrad, we are dedicated to turning the dial on diversity in the communications industry, which is why we believe shEqual and the Unstereotype Alliance are powerful resources in combatting gender inequality in advertising.
shEqual Australia is the first coordinated effort in Australia to promote gender equality and address the drivers of violence against women in the advertising setting. It is their mission to raise industry and public awareness, reinforce positive behaviours, and empower people to take action in shaping how women are represented in the stories we tell and consume. Their national strategic framework for championing gender equality in advertising, Seeing is Believing, provides a blueprint for long-term change, which is available to download HERE, or you can sign their pledge HERE.
The Unstereotype Alliance is a thought and action platform that seeks to eradicate harmful stereotypes in all media and advertising content. Convened by UN Women, the United Nations Entity for Gender Equality, the Alliance brings together partners and seeks to collectively use the advertising industry as a force for good to drive positive change all over the world.
The Alliance contributes to empowering people in all their diversity (race, class, age, ability, ethnicity, religion, sexuality, language, education, etc.) to help create a gender-equal world. The Unstereotype Alliance has been embraced by businesses and organisations championing the end of bias in advertising. The Alliance works to affect positive cultural change by using the power of advertising to help shape perceptions. You can join the cause and become an Unstereotype Alliance member HERE.
