If She Can See It, She Can Be It: show women as leaders, politicians and chief executives. We know that positive portrays in TV can inspire women to take up sports, become more ambitions, further their education. Share this research with your creative department, your clients, everyone.
Women – beautiful, strong matriarchal forces that drive and define a portion of the society in which we live – are poised and confident individuals who embody the essence of determination, ambition, beauty, and character.
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She explained: "The images we use, the stories we tell about women can dramatically change the way the world values women and how women and girls see themselves." Brent Choi, chief creative officer, JWT New York, added: "What this research shows is that our industry has tent-pole moments, amazing actions or campaigns when we all rally around women, but when it comes to creating our ‘regular’ ads for our ‘regular’ clients, we forget about them." Action points: How to readdress the gender balance in advertising To tie into the #Campaignfor Equality which is asking the industry to move from talking about diversity to spearheading tangible change, 1.
Infuse your ads with female presence: take a look at your characters and change the names from male to female.
Stefanie Beninger ([email protected]) and Dr.
J Walter Thompson New York and The Geena Davis Institute on Gender in Media worked with the University of Southern California’s Viterbi School of Engineering to analyse more than 2,000 films from the Cannes Lions archive.
You will have automatically created unique non-stereotypical characters. Fill the pipeline with women storytellers: women in the creative driver’s seat will lead to more on-screen presence for women in ads.
Keep hire more diverse creative: The Geena Davis Institute found in its global research that when there is a female scriptwriter there is a 7.5% increase of onscreen female character 3. Look at the script you are writing right now: our industry can make these on-screen changes faster than TV, or Film. Think about every "regular" ad for "regular" clients as a way you can influence culture.