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IAA and UNICEF to promote gender equality representation in advertisement

MediaInfoline October 13, 2020
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International Advertising Associations (IAA) and UNICEF have bonded in a partnership to support the research on gender representation in an advertisement in India on the basis of evidence and real-time validation.

We all are aware that advertisement and marketing play a major role in the modern lives of the society to do a major part in shaping the roles of the genders. Advertising is an important tool to influence women’s and girl’s empowerment. As per KPMG Media & Entertainment Report, 2020, today TV (36%), internet (27%), and Print (27%) are the biggest advertising media. So we can say it plays an important role to make sure the equality of gender is being taught to this generation and the society we all belong to. The youth must know that no gender is weaker than any either a male or a female both carry the same potentials within. This partnership of IAA and UNICEF is to reshape gender inequality. They will bring extensive technical expertise and leadership in the area of marketing advertise and media to the ongoing research on gender equality also considering the stereotypes in the TV and internets advertising in India, specifically those belongs to the kids and girls and adolescence and caregivers. The research will make sure to make a baseline on behave of which all advertisements will be checked. They will consider that every advertisement especially those that don’t encourage equality should be recreated again and will be more moral to the public. UNICEF supports women’s human right to stand their empowerment to create a society in gender-equal results, can best be achieved for children.

IAA will identify 1000 most viewed advertisements and will proceed forward if it is healthy for the promotion of gender equality. They will also work with various bodies to implement the finding of the study into the advertising guidelines o further practice gender equality.

Dr. Yasmin Ali Haque, Representative, UNICEF India said, “Advertising has a massive impact on children. Building evidence and using it to advocate for re-thinking policies and practices is an important element of responsible advertising.  We look forward to working with IAA to create an environment where the advertisement industry is truly a partner in empowering girls and women. We are also delighted to be collaborating with UN Women, The Sarojini Naidu Centre for Women’s Studies, Jamia Millia Islamia, and Population first for this initiative.”

Megha Tata, President IAA India Chapter said, “What an appropriate announcement to be made on the occasion of the International Day of the Girl Child which was yesterday. The India Chapter of the IAA has always taken the lead in matters concerning gender sensitization. I am glad we are joining hands with UNICEF to support the efforts of empowering girls and women. Ultimately a society and an industry that celebrates and genuinely practices gender parity across the board is something we should all work towards. I also want to thank Clutter Cutters, BARC and TAM to have supported us in this meaningful initiative.”

For more information about UNICEF India and its work for children, visit unicef.org/india

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