Page 17 - Adnews Magazine November-December 2021

“... influence thinking at scale, to ensure everything we touch serves the purpose of creating an equal future for everyone.”
Sunita Gloster,
CEO, Gloster Advisory
We can play a vital role to help brands and businesses nav- igate the importance of acceler- ating change on equality, diver- sity and inclusion.
Unchallenged harmful stereo- types are a root cause of discrim- ination and inequality. As long as these portrayals are perpetuated and reinforced in advertising and in our media, we will continue to pay lip service to the lessons and insights we espouse changed us through the pandemic.
As we close 2021, UN Women Australia will unite the industry behind the Unstereotype Alliance, a thought and action platform with a core group of advertisers, creative, tech and media players and the intent to secure commit- ments industry wide. A platform to harness our momentum for change and provide an outlet to make a difference.
The aim is to tackle harmful stereotypes in advertising and media content and focus on encouraging diverse, inclusive and non-stereotypical rep- resentations of marginalised groups. To champion the adver- tising industry to act as a force for good, depicting progressive por- trayals of women and men and ensuring that diversity is a prior- ity throughout the entire supply chain and creative process.
For years now, the industry has spent copious time round-ta- bling and navel gazing in its search for purpose, to give busi- nesses meaning beyond growth and shareholder value. One would argue the pandemic has provided ultimate clarity, purpose and an industry change agenda.
Let’s start 2022 by putting the strength of our collective will, creativity, reach, technology and budget to influence thinking at scale, to ensure everything we touch serves the purpose of creating an equal future for everyone.
2020 was for many the annus horribilis. 2021, a waiting game, an endless stream of contactless experiences.
2022 is ours for the making. And its outcomes are on our watch. Let’s harness change and apply our weapons of mass construction.
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