Publish Date: Nis 01, 2026

International Women’s Day is often a moment for reflection, but in 2026, UN Women made sure it was a moment for action. To mark IWD and its global theme, “Rights. Justice. Action. For ALL Women and Girls,” UN Women Japan opened the Unstereotype Exhibition at the United Nations University Gallery in Tokyo, inviting audiences to rethink the everyday stereotypes that quietly shape our choices and opportunities and rights.

Running throughout March, the exhibition is a celebration of the work of the Unstereotype Alliance, in bringing together companies, creatives, and institutions committed to eliminating harmful stereotypes from advertising and media. 

At its core, the exhibition asked its audience a simple but powerful question: What happens when representation becomes more honest, inclusive, and human?

At the opening ceremony on March 2, leaders from the government of Japan, the United Nations, industry, and Japanese youth groups gathered to explore that question together, highlighting the importance of multi-lateral and cross‑generational dialogue in advancing gender equality. 

In her opening remarks, Nae Yakiya, Director of UN Women Japan, emphasized that addressing stereotypes is foundational to progress. “A society where diverse individualities are respected is a society where everyone can live more easily and is a force that moves society as a whole forward,” she said.

When stereotypes go unchallenged, they don't just linger on screens – they shape attitudes, restrict opportunities, and deny women and girls the rights and justice they deserve.

The advertising industry plays a particularly critical role in turning the ideals of rights and justice into visible, everyday reality. Ads don’t just sell products, they shape norms, influence aspirations, and signal who belongs through their portrayals. The exhibition’s key visual, created pro bono by Shiseido, reinforces this idea with its message, “Let freedom start with me,” reminding viewers that change often begins with individual, and corporate, choices.

 

Japanese comedian Barbie, who appeared as a special guest, captured the emotional leap required to challenge the status quo: “It might be scary to break stereotypes, but overcoming them will allow you to jump into an environment where you can live more easily,” she shared.

The Unstereotype Alliance works to ensure advertising makes the world more inclusive for women and girls everywhere. We urge industry leaders to:

  • Create content that challenges attitudes denying women and girls their rights.
  • Invest in diverse storytelling that centers women's voices, experiences, and leadership in digital spaces.
  • Challenge narratives that normalize inequality.

We call on our members, and the industry to stand with us.

Join us. Unstereotype your content. Be part of the solution.