We have a vision of an unstereotyped world

The Unstereotype Alliance is a thought and action platform that seeks to eradicate harmful gender-based stereotypes in all media and advertising content.
Convened by UN Women, the United Nations entity for Gender Equality, the Unstereotype 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 women in all their diversity (race, class, age, ability, ethnicity, religion, sexuality, language, education, etc.) and addressing harmful masculinities to help create a gender equal world.

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Member Spotlight

  • Publish Date: Jan 23, 2020

Kantar has been a strong proponent of ensuring progressive people-portrayal in brand communication, and leverages research tools to help clients monitor and improve marketing communication to be more representative of all types of consumers. Kantar partnered with the UN Women and the Unstereotype Alliance members on a groundbreaking research study in 10 countries that aimed to illuminate the realities of Gender Equality Attitudes. Data from this study has been shared at forums across the world and at Cannes to inspire and create open dialogue leading to women receiving equal rights to men around the world. Secondly, Kantar has been measuring progressive gender portrayal in advertising research for several years; more recently, they partnered with the Unstereotype Alliance to develop the Unstereotype Metric a tool to help members meet their pledge to create advertising and content that is free of gender stereotypes. Kantar has incorporated this metric into its advertisement pre-testing research implemented globally and is making normative results available to the Alliance members to benchmark their own content. Kantar commits to sharing meta-learnings from gender portrayal ad research with the Unstereotype Alliance members.

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In the News

  • Expiry Date: Feb 11, 2020

Today marks the launch of the South Africa chapter of the Unstereotype Alliance, an industry-led initiative convened by UN Women to end harmful stereotypes often perpetuated through advertising.

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As a global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide. UN Women works consistently to disrupt stereotypes and engage diverse constituencies on gender equality. While UN Women, as a United Nations body, does not have any commercial affiliation or endorse any product or service, it is proud to convene the Unstereotype Alliance and is pleased to partner with the leading players. We welcome the participation of industry members and encourage others to join us in support of the Alliance.

The Unstereotype Alliance membership is a diverse and influential coalition