This is based on the understanding that advertising is an important tool that can influence women and girls’ empowerment
- The partnership is aimed at supporting research on
gender representationin advertisements in India based on evidence and real-time validation.
- The research will ascertain the level of
gender stereotypingfound in Indian advertisements and will create a baseline to measure change as well as initiate dialogue with advertising professionals and content creators.
This is based on the understanding that marketing plays a powerful role in shaping gender roles and perceptions and advertising is an important tool that can influence women and girls’ empowerment. The changing and evolving landscape of advertisements has a huge potential to promote gender equitable practices especially among young people.
The partnership with IAA will bring extensive technical expertise and leadership in the area of marketing advertising and media to the on-going research on gender representation and stereotypes in TV and digital advertisements in India, specifically those targeted towards children, adolescents and caregivers. The research will ascertain the level of gender stereotyping found in Indian advertisements and will create a baseline to measure change as well as initiate dialogue with advertising professionals and content creators. UNICEF supports women’s human rights and their empowerment, to create an environment in which gender-equal results can best be achieved for children.
IAA will identify the most viewed 1000 TV and Digital advertisements in India in the year 2019, provide technical insights and recommendations to the study, and help disseminate the findings to the advertising industry to advocate for more responsible and gender empowering advertising policies and practices.
Megha Tata, President