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. The impact of the 3Ps can also be systematically measured during testing, using the Unstereotype Metric.
The 3Ps have been built to be globally applicable and always relevant, but because cultural conversation is constantly shifting, the way to apply and implement these guidelines will change and develop over time. Please reflect on your local culture and apply this framework in a nuanced way. The complete 3Ps playbook and training toolkit is available exclusively to Unstereotype Alliance members, however a snapshot of the framework is as follows:
It’s still the case that many kinds of people tend not to be shown in communications at all; and to see your own image entirely erased in the culture that surrounds you is deeply disempowering.
Who is portrayed in the communication? Who is the central character?
Does the communication feature a range of people that are representative of the cultural and ethnic mix in the market? Consider gender, age, race, socio-economic status, body size, sexual orientation, religion, ability etc.
Do the characters go beyond being a ‘mannequin’ for the product?
Do the characters feel authentic and recognisable?
Has the character been taken into consideration when placed amongst the context of the copy, clothing, positioning, naming etc. Does the whole piece of work add up to a positive portrayal?
Who seems to be directing the action? That is, who is the person whose perspective you are representing?
- Do we see the personal experience and perspective of the character?
- Who is driving the narrative?
- Is there any objectification or sexualisation?
- Is there diversity in the creative teams?
- Is this work challenging outdated perspectives in society about people/ communities/ relationships/ norms?
Show characters with 3-dimensional personalities that feel authentic – funny, caring, strong, thoughtful and respected.
- Do the characters come across as empowered and in control of their lives?
- Do the characters have 3-dimensional personalities? Are they funny, bold, eccentric, authoritative, etc?
- Is beauty a dimension of personality rather than just about physical appearance and attraction?
- Is there a stereotypical interpretation of beauty? Tall, thin, fair for women, tall, macho and strong for men?
Please direct enquiries related to the 3ps framework to firstname.lastname@example.org.