3Ps Unstereotype Marketing Communications Playbook
- Publish Date: Feb 04, 2021
The 3Ps framework provides a set of guidelines that can be easily applied to all marketing communications in order to create progressive portrayals of all people. The 3Ps should be considered at every step of the communication development process, from brand target audience descriptions, to creative briefing, media briefing, research briefing, casting briefing, selecting the creative team, casting approval, pre- and post-communications testing, director treatment, pre- and post- production, and media selection.
Unstereotype Metric 2020: Key Findings
- Publish Date: Jan 29, 2021
The Unstereotype Alliance and Kantar measured over 3,500 advertisements across 56 countries, 1,100 brands and 29 categories between 2019-2020 and found that progressive advertising is more powerful, distinctive, resonant and creates a higher intention to purchase.
Gender Equality Attitude Study 2019
- Publish Date: Jun 01, 2020
Discriminatory social norms lead to a wide range of persistent human rights violations and the systematic denial of women’s equal access to political participation, employment, education and justice, while also gravely undermining women’s protection from all forms of discrimination and violence.
The study serves as an evidence-based instrument that demonstrates how leveraging attitudinal change can be used as a critical tactic towards advancing gender equality. The findings have the potential to inform policymakers, advertisers, private sector leaders, civil society and decision-makers on challenging discriminatory attitudes and gender roles that perpetuate gender inequality and women’s subordinate status in society.
Shadow Pandemic Business Toolkit
- Publish Date: May 07, 2020
The global pandemic of COVID-19 has seen a deadly shadow pandemic emerge. A huge surge in domestic violence is being reported, and the outbreak is global. Women are trapped with their abusers and are isolated from the people and resources that can best help them. Whilst domestic violence is on a terrifying upward trajectory during this time, physical or sexual violence is already experienced by 1 in 3 women worldwide. That means that your leadership teams and staff will likely include women who are currently suffering from domestic abuse.
2019 Unstereotype Alliance Progress Report
- Publish Date: Apr 29, 2020
''Partners and allies, while we collectively celebrate these achievements, our work is far from over. Under the pressure of global response to the COVID-19 pandemic, our task has grown even more significant. At the UN we have committed to achieving gender equality by 2030. That means tackling the many drivers of inequality that have been laid bare by the ongoing public health crisis, such as violence against women and girls, intergenerational poverty, and the lack of women in decision-making roles. So, as we enter this UN Decade of Action to achieve the SDGs, our last mile, I ask you to see our work together as signifying so much more than eliminating harmful stereotypes today. It is about asserting our solidarity in the face of common goals, and making broad and lasting cultural change that has the potential to transform our societies and our future."
Phumzile Mlambo-Ngcuka, UN Under-Secretary-General and Executive Director, UN Women
COVID-19 and GENDER Report (March 2020)
- Publish Date: Mar 19, 2020
The impacts and implications of COVID-19 are different for men and women
• The response to coronavirus is a reminder of the essential contribution of women at all
levels, including as frontline responders, health professionals, community volunteers,
transport and logistics managers, scientists, doctors, vaccine developers and more.
• Women are playing a disproportionate role in responding to the disease, including as
frontline healthcare workers, carers at home and community leaders and mobilisers.
Experience of other disease outbreaks shows that this care burden also increases their risk of
infection. Globally, women make up 70 per cent of workers in the health and social sector1.
Globally, women do three times as much unpaid care work as men. When health systems are
overloaded, a greater burden is placed on care in the home and that burden lands largely with
The Unstereotype Metric Guide
- Publish Date: Nov 19, 2019
In line with the pledge that all Unstereotype Alliance members have signed up to, there is a requirement for all advertisers to monitor the advertising content they produce to ensure they continuously improve on unstereotypical and progressive gender portrayal.
Measuring our advertising content before final production with a rating from our consumers will ensure that we are able to free our content of any unconscious biases that may have crept in, it will give us the confidence that our advertising is truly unstereotypical and progressive.
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.’
The Geena Benchmark Report: 2007 - 2017
- Publish Date: Jul 02, 2019
This report examines media representations of gender, race, LGBTQIA, and ability in family films from the past decade. More specifically, we analyze the identity of leads in the top grossing family films form 2007 to 2017 to see whether Hollywood content creators have made progress when it comes to telling stories of traditionally marginalized groups. .
The Unstereotype Alliance - Gender Equality Attitude Study
- Publish Date: Jun 18, 2019
The full report can be accessed here
Portray Her: Representations of Women STEM Characters in Media
- Publish Date: Jun 06, 2019
The Geena Davis Institue on Gender in Media conducted research that utilized a mixed methods approach to address their primary questions around the representation of women STEM characters in media. First, they employed a content analysis of STEM characters in entertainment media to determine how those characters and STEM professions were represented. Secondly, we use a survey to assess girls’ and women’s opinions of, and experiences in, STEM
Ipsos Study - Advertising is Out of Sync with World's Consumers
- Publish Date: Oct 02, 2018
Adults across 28 countries feel advertising does not reflect the world around them. These are some of the findings from a global survey Ipsos conducted in partnership with the Female Quotient for the Unstereotype Alliance. For the survey, Ipsos interviewed a total of 14,700 male and female consumers aged 16-64 from 28 countries between August 24 and September 7, 2018.
Beyond Gender: The Invisible Stereotypes
- Publish Date: Jun 21, 2018
The latest Unstereotype Alliance research Beyond Gender:The Invisible Stereotypes, explores stereotypes in Brazil, India and South Africa and shows that representation matters. It also illustrates how gender intersects with cultural contexts and other forms of discrimination.
WFA Guide to Progressive Gender Portrayals
- Publish Date: May 14, 2018
WFA has launched new guidance designed to help brands ensure their advertising reflects a more progressive portrayal of both sexes. The WFA Guide makes social and business case for ‘unstereotyping’ ads, includes real life case studies and actionable tips for brand marketers.
The Female Quotient - Modern Guide to Equality
- Publish Date: Jan 22, 2018
The Female Quotient created The Modern Guide to Equality to accelerate the change in the workplace we want. It addresses the problem holistically, combining generational insights, workplace trends, and interviews with industry leaders to develop a toolkit and corporate workshops with next-step actions for change.