*Translated to English from original*
At the 2017 Cannes Lions Festival, UN Women and a number of leaders in the marketing and advertising sector - including the WFA - founded the Unstereotype Alliance. As part of the commitment, the WFA created a brief guide to get this movement across.
This alliance identifies advertisers and creatives as agents that can influence culture and society in a positive way through the way they represent people in advertising and marketing. This initiative arose from the idea that the sector needs a new, unprecedented program that breaks with the antiquated and harmful stereotypes about men and women and that helps to create a world of unlimited possibilities.
As part of its commitment to the Unstereotype Alliance, the WFA created a brief guide to make this movement available to its corporate members from around the world, to associations of national advertisers from 60 countries on 6 continents and to the tens of thousands of companies that it represents locally.
"In our sector we must be brave enough to represent our society in a realistic way instead of reinforcing potentially harmful stereotypes, we are witnessing a broader movement and the time has come for the marketing sector to take sides and promote and reflect diversity and equality in all its different facets and internationally, "said David Wheldon, Marketing Director of RBS and President of the WFA.