How to avoid stereotypes in ads | Unstereotypealliance

Ads that perpetuate stereotypes cost brands customer loyalty and potential profit. The Unstereotype Alliance’s Inclusion = Income research irrefutably proves the benefits of inclusive advertising for brands – including both immediate and longer-term sales and for building brand equity. Similarly, findings from Kantar’s Brand Inclusion Index research found that 75% of consumers globally say that a brand’s diversity and inclusion reputation influence their purchase decisions and 40% of consumers would stop using brands that do not promote inclusion.

But stereotypes are still showing up in campaigns. Great inclusive advertising begins before the brief has even been written. Which is why the Unstereotype Alliance developed the 3Ps framework along with member brands to ensure ad content is inclusive and free of stereotypes – ads that ultimately - builds the bottom line.

The 3Ps framework includes Presence, Perspective and Personality and should be considered at every step of the communication development process, from target audience descriptions, to briefings, selecting creative teams, to post-production, media selection, and more.

The Framework

Presence

It’s still the case that many kinds of people tend not to be shown in communications at all; and to see your own image entirely erased in the culture that surrounds you is deeply disempowering.

Questions to ask include: Who's featured in your ad? What’s their role, are they empowered? Who isn’t included, and why?

Perspective

Who seems to be directing the action? That is, who is the person whose perspective you are representing? Ensuring diverse teams of people behind the camera is an important step in framing the narrative in an unstereotypical way.

Personality

How deep are your characters? Are they complex, empowered, authentic? Showing characters with 3-dimensional personalities that feel authentic – funny, caring, strong, thoughtful and respected helps ensure that content steers clear of stereotypes.

Familiarising yourself with the stereotypes at play in a particular culture and country context can help avoid them appearing in the content you create.

The 3Ps framework is applicable to all markets, all types of communication assets,and features guidance on a wide range of stereotypes including how they can intersect with one another.

It isn't just about avoiding mistakes, it's about connecting authentically and intentionally with audiences, driving results, and building a future free from ALL stereotypes.

To find out more about joining the Alliance and accessing the full 3Ps guidance reach out to unstereotypealliance@unwomen.org