Unilever campaign to tackle stereotypes in advertising

Unilever has announced its participation in a new campaign that aims to tackle the stereotypical portrayal of gender roles in its advertising.

The company is working with UN Women as part of a coalition called the Unstereotype Alliance, which will shed a light on the current widespread prevalence of stereotypes perpetuated through advertising and brand-led content.

Members of the alliance include AT&T, Alibaba, Diageo, Facebook, Google, Johnson and Johnson, Mars, Mattel, Microsoft, Procter and Gamble, Publicis, Twitter and WPP, among other partners.

The inaugural Unstereotype Alliance session took place on June 22nd to set out priority commitments and strategic priorities that the consortium will tackle. The goal is to drive positive cultural change by helping to perpetuate more realistic, non-biased portrayals of women and men.

Keith Weed, chief marketing and communications officer at Unilever, said: "We've seen true progress in our industry, but it doesn't go far enough. Our job isn't done until we never see an ad that diminishes or limits the role of women and men in society."

He also noted that progressive ads have been found to be 25 percent more effective, while delivering better branded impact.

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