Publish Date: Oct 15, 2025

Argentina, October 14, 2025: Buenos Aires became the epicenter of the exchange on equality and representation with the Unstereotype Alliance Summit LATAM 2025, the first regional forum of the UN Women global initiative in Latin America and the Caribbean for communications free of stereotypes.

The event, held at Torcuato Di Tella University, brought together more than 40 local and regional speakers and invited companies, agencies, media outlets, academic institutions, and young people to reflect on the transformative power of communication and promote more inclusive narratives in advertising, marketing, and media content. In addition, topics such as purposeful artificial intelligence, masculinities, sports, and youth were addressed, broadening the debate on how to build more representative, diverse, and accessible content.

During the event, Magdalena Furtado, officer in charge of the UN Women’s office in Argentina and program director in Uruguay, highlighted the importance of the forum as a key space for strengthening alliances and accelerating progress toward gender equality in the region. She also emphasized the importance of communication in transforming social and cultural imaginaries.

“Holding this regional forum was a fundamental step toward continuing to promote collective action in favor of equality. It is essential that companies actively engage in transforming social imaginaries, promoting representations of people in all their diversity in advertising and the media to move toward a more equitable society,” highlighted Furtado.

Likewise, Mariana Massaccesi, private sector specialist for UN Women in Argentina and leader of the National Chapter of the Unstereotype Alliance, celebrated the success of the forum and the response from the private sector, the media, and academia, which reaffirmed their commitment to building more inclusive narratives:

“This forum reaffirms that when we join forces, we can transform narratives and pave the way for more inclusive and representative communication. We are demonstrating that it is possible to change the stories that shape our culture,” said Mariana Massaccesi, private sector specialist at UN Women in Argentina and leader of the Argentine Chapter of the Unstereotype Alliance.

The event agenda was designed by the 14 members and strategic allies of the Argentinian Chapter of the Unstereotype Alliance—created in 2022 and currently expanding into the Southern Cone with the launch of its regional strategy. This alliance includes Unilever, Alurralde, Jasper + Asociados, Apex, Bi Universe, Blue Star Group, Diageo, Dreamco, Konecta, Mastercard, Mondelez, Natura, VML, SAP, the Argentine Chamber of Advertisers, and Women in Advertising (MEP). This collective effort has grown year after year, consolidating itself as a powerful alliance that, together with UN Women, prioritizes joint work to promote more diverse and inclusive narratives. 

The event was opened by Melani Machinea, executive dean of the Torcuato Di Tella University Business School, and María José Sucarrat, director of R.E.D. Di Tella, who emphasized the importance of reflecting on the impact of stereotypes from an academic perspective:

"It is difficult to gauge the impact of the construction and reproduction of stereotypes. That is why it was a real honor to accompany UN Women in our home, with the aim of raising awareness, which is so difficult to achieve. This partnership reinforces the path we have been following to deconstruct stereotypes, and this event reminded us that the way organizations communicate is as important as what they do," added Sucarrat.

Renowned regional sports journalist and UN Women Goodwill Ambassador in Mexico, Marion Reimers, gave a talk entitled “Changing the game: What to do about stereotypes?”, an invitation to transform prejudices into narratives that open up new paths. 

Santiago Stura (Faro Digital) and Sofía Keena (Blue Star Group) coordinated the space “Youth in the digital age” and Philip Pérez, president of the Argentine Chamber of Advertisers, led the panel “Building authentic brands: inclusion as a competitive advantage,” which included the perspectives of Laura Barnator, CEO of Unilever; Victoria Cole, CEO of VML; and Verónica Marcelo, general manager of Natura, moderated by Florencia Pulla (El Cronista). 

Later, Carmen Correa, CEO of ProMujer, spoke with journalist Estefanía Pozzo about “Investing without stereotypes: finance that generates impact,” and Valeria de Urraza and Mercedes Ruiz Barrio (Kantar) shared the results of the study “Inclusion equals income,” developed by the Unstereotype Alliance and the University of Oxford. 

The section on diversity and inclusion in companies was led by María José Sucarrat and Martín Oliva (R.E.D. Di Tella), who presented the report “Impact of the political and economic context on DEI management in companies in Argentina.” Next, Natalia Cascardo (Apex America), Jey Pamo Rabaje (Ukelele), and Natalia Jasin (Bounty EdTech) debated “Building an inclusive digital space,” moderated by Marion Reimers.

In parallel sessions, the following discussions took place: “Men and stereotypes: rethinking masculinities through narratives” with María Victoria Belli (Mondelez), Valeria de Urraza (Kantar), Mercedes Ruiz Barrio (Kantar), and Georgina Sticco (Grow Gender and Work); “Mastercard - Sport and Inclusion” with Anahí Navarrete (Mastercard) and Fabimar Franchi (CONMEBOL); and “Diageo - The Power of Diversity to Increase Brand Effectiveness” with Sol Martin and Gustavo Belaustegui (Diageo). 

The workshops offered participatory experiences such as “Out Loud: Creativity to Transform,” with Daniela Aza (leader in disability, diversity, and inclusion), Manu Mireles (consultant focused on De&I and LGTBIQ+ rights activist), and Cinthia Giselle Dalama (writer focused on community leadership and gender), coordinated by Rocío Restaino (House of Brands) and Florencia Luque (MedioMundo); “Transformative narratives,” with Mariana Jasper (Alurralde, Jasper + Asociados); and “Artificial intelligence with purpose,” presented by Romina Marceletti (Konecta Cono Sur) and hosted by Cecilia Ribecco (consultant in innovation and intelligence with a focus on diversity). 

In the art space, the public enjoyed the exhibitions “Real Life Stories” and “I Was Born a Girl,” both facilitated by the Finnish Embassy in Argentina and presented by Ambassador Nicola Lindertz. The space also featured an exhibition of the 2025 Argentine Women's Libertadores Cup Trophy. 

In addition, interactive activities were presented, such as “The 3Ps of Stereotype-Free Communications” and Getty Images' proposal, “Authentic Visual Representation in the Age of Artificial Intelligence.” 

The closing session, “Spark: the power to transform an idea into action,” served as a true manifesto for the forum, led by Mariana Jasper, Florencia Luque, and Rocío Restaino. In this space, participants transformed the inspiration of the day into a collective commitment to continue promoting inclusive narratives and concrete actions that transcend the Summit and are projected into the daily work of each organization. 

The meeting reached more than 550 people, including those who participated in person and those who followed the activities via streaming, consolidating itself as a regional reference point for the exchange of ideas and coordination between sectors.

In this way, UN Women recognized leaders and organizations that are courageously and consistently challenging discriminatory social norms and proposing transformative narratives in their campaigns. 

This Unstereotype Alliance forum represented a milestone for Latin America and the Caribbean and consolidated the Unstereotype Alliance's progress as a global platform for driving positive change around the world, reaffirming that what we tell matters, and how we tell it matters too.

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What is the Unstereotype Alliance? 

The Unstereotype Alliance aims to eradicate harmful stereotypes in advertising and the media to help create a more equal world. 

Convened by UN Women, the United Nations organization dedicated to promoting gender equality and the empowerment of women, the Alliance acts collectively to empower people in all their diversity (gender, class, age, ethnicity, religion, sexual orientation, language, education, etc.) using advertising as a powerful tool to drive positive change around the world. 

The Argentine Chapter of the Unstereotype Alliance was founded in 2022 and is made up of Unilever, Alurralde, Jasper + Asociados, Apex, Bi Universe, Blue Star Group, Diageo, Dreamco, Konecta, Mastercard, Mondelez, Natura, VML, SAP, the Argentine Chamber of Advertisers, and Women in Advertising (MEP). In 2025, the Unstereotype Alliance's Southern Cone strategy was launched in Uruguay, with founding partners and the Uruguayan Association of Advertising Agencies (AUDAP) as strategic allies. 

 

For more details, visit: 

https://www.unstereotypealliance.org/en
https://www.instagram.com/onumujeresar/ 

 

 

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Contact with the media: mariana.massaccesi@unwomen.org, pruiz@alurraldejasper.com, sgoncalves@alurraldejasper.com