Jess Weiner helps brands challenge stereotypes in marketing and advertising

  • Publish Date: Jul 31, 2020

This month we are spotlighting Jess Weiner, Cultural Expert and CEO of the consultancy, Talk to Jess, through which she advises businesses on how to better reflect people and their diverse experiences within their media, marketing, advertising and workforce. Jess has established an award-winning career of contextualizing cultural trends to create impactful campaigns, partnerships and internal programming that challenge stereotypes and accurately portray the world around us.

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Vodafone's #ChangeTheFace initiative seeks to boost diversity in tech

  • Publish Date: Jun 25, 2020

When asked to describe technology as a person, the majority of respondents from a 10-country study answered that the person would be young, white, middle-class and mostly male. In response to these findings, Vodafone launched its #ChangeTheFace initiative.

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The IPA iList celebrates champions of diversity and inclusion

  • Publish Date: May 27, 2020

The IPA iList, in partnership with Unilever and Campaign, is a recognition and celebration of all those who are truly promoting and championing diversity and inclusion within the advertising industry, through unstereotyped, representative creative work or game changing inclusivity programmes within their organisations. The ‘I’ stands for Inclusion and Inspiration.

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Aerie: #AerieREAL Role Models

  • Publish Date: Apr 27, 2020

Aerie has become a leading brand in the body confidence and women’s empowerment movements through the #AerieREAL campaign, its commitment to showing REAL, unretouched images representing women of all shapes and sizes. Aerie is a lifestyle brand rooted in intimate apparel, swimwear and activewear, and has earned devoted brand love and affinity from its customers by inspiring them to love their REAL selves, inside and out

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Kantar - Leveraging Research Tools (GEA Study and the Unstereotype Metric)

  • 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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Diageo & Royal Challenge #ChallengeAccepted

  • Publish Date: Dec 13, 2019

“Cricket has historically been considered a man’s game, but there is amazing action happening today in Women’s cricket which doesn’t get the same spotlight. Through the #ChallengeAccepted campaign we wanted to challenge gender stereotypes in cricket as we believed that the game is being divided by gender and not skills and prowess. The campaign caused lot of conversations in culture with support pouring in from the cricketing community across the globe and we believe we helped nudge the fans of the game to have a more balanced view of women’s cricket.” Julie Bramham, Chief Marketing Officer, Diageo India

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IPSOS Women Empowerment Framework

  • Publish Date: Nov 13, 2019

In 2018 Ipsos published an open-source Women’s Empowerment Framework with the goal of influencing those working to empower women to apply considerations of self-perception, context, and cultural norms to their intervention design and measurement/tracking.

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Google: The Power of FOR - What Google search reveals about Invisible Identities

  • Publish Date: Oct 17, 2019

New study uncovers the latest data-driven human insights to help eradicate stereotypes from advertising. Google conducted a Human Truths study that looked at the intersectionality reflected in searches containing the word FOR, an indicator that there is an aspect of the searchers’ identity that is critically important. The high-level findings of a new study on search that not only uncovers powerful insights into consumer intent, but how consumer searches can be used to surface the truth around ‘Invisible Identities'. The power of “_FOR_” highlights four ‘Invisible Identities.’

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Alibaba Group #TheWorldSheMade

  • Publish Date: Sep 19, 2019

Launched in 2015, the biennial Global Conference on Women and Entrepreneurship aims to create a conversation among women on empowerment and personal fulfillment as entrepreneurs, as leaders, as policy-makers, and as role models for future generations. With the theme #TheWorldSheMade, this year's Conference was a salute to women whose courage to disrupt the social norm and shatter traditional roles is reshaping the world.

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UNILEVER Project #ShowUs

  • Publish Date: Jul 19, 2019

Our industry has come a long way in representing women in more diverse and authentic ways. But women around the world are speaking up to remind us that we’re far from done. 70% of women say they still don’t feel represented in the images they see every day. The goal of Project #ShowUs is to drive a more diverse and inclusive visual landscape through media and advertising.

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The Geena Davis Institute on Gender in Media and the Bentonville Film Festival

  • Publish Date: May 29, 2019

The Geena Davis Institute on Gender in Media and the Bentonville Film Festival Prove that Inclusion is Good Business. Our goal for the Bentonville Film Festival is to advance onscreen gender equality and intersectionality through inclusive storytelling in films worldwide.   

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GSK's Women's Horlicks - Stand Strong Campaign

  • Publish Date: Apr 12, 2019

Goal:  The Women’s Horlicks Stand Strong campaign seeks to break through the stereotypical image of Indian women in advertising. Traditionally Indian women have been represented as dutiful daughters, wives and mothers - loving, feeding and making sacrifices . Through the use of real stories, and by featuring strong role models, the Horlicks campaign brings to life how Indian women can aspire to being much more. What it is:   Within Indian society women have been marginalized...

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UN Women and WPP help to draw awareness for #HearMeToo around the world

  • Publish Date: Jan 15, 2019

UN Women and WPP help to draw awareness for #HearMeToo around the world to increase awareness around gender-based violence, honor and amplify voices of survivor and increase understanding of UN Women programs and initiatives around this topic.

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“Reindeer Games”, Microsoft’s 2018 Holiday Advertisement

  • Publish Date: Dec 16, 2018

The goal of Microsoft's 2018 holiday advertisement was to celebrate the spirit of the holidays and the power of inclusion and community

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Ogilvy - Holiday Campaign

  • Publish Date: Nov 25, 2018

Ogilvy produced a holiday campaign that focuses on celebrating the differences that make us unique and highlights the diversity of time-honored notions of holidays.

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HP and Agency Diversity Scorecard

  • Publish Date: Nov 15, 2018

The goal of the Agency Diversity Scorecard was to increase representation of women and underrepresented groups supporting the HP business within the marketing community.

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P&G and Gillette Venus

  • Publish Date: Nov 09, 2018

P&Gs Gillette Venus launches a new campaign aimed at diversifying images of beauty

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Omnicom & TBWA

  • Publish Date: Oct 25, 2018

Omnicom's TBWA and Nissan #SheDrives wanted to empower Saudi Arabian women to drive towards change

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Johnson & Johnson and #ProjectFreePeriod

  • Publish Date: Oct 18, 2018

Stayfree and Johnson & Johnson's unique approach to fighting the exploitative sex trade in India

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