The Unstereotype Alliance, an industry-led initiative convened by UN Women to end harmful stereotypes often perpetuated through advertising, just launched a call to action to the ad industry through this short, two-minute film intended to send “a clear message about the perils of stereotyping.”

Built around the premise that ‘the problem is not seeing the problem’, “the film calls on the industry to take a deeper look to recognize the problem of stereotypes, as a first step to eliminating them.”

As Phumzile Mlambo-Ngcuka Executive Director of UN Women explains, “Stereotypes reflect deep-rooted ideas of femininity and masculinity. Negative, diminished conceptions of women and girls are one of the greatest barriers for gender equality and we need to tackle and change those images wherever they appear.” She adds, “Advertising is a particularly powerful driver to change perceptions and impact social norms. UN Women is excited to partner with the foremost industry shapers in this Alliance to challenge and advance the ways women are represented in this field.”