Ad Standards Challenges Advertising Stereotypes In New Campaign

Australia’s independent advertising complaints adjudicator, Ad Standards, has launched its *kinder conditions education campaign.

The provocative ads aim to raise the public’s awareness of the wide range of social issues the existing advertising Codes cover. The campaign also encourages the advertising industry to strive to exceed the existing standards and deliver more socially progressive marketing communications.

Created by LOUD Communications, the creative campaign spans radio, TV, newspapers and billboards, and highlights areas covered by the existing Codes including motor vehicle advertising, advertising to children, food advertising, sexism and racism.

For example, in the campaign one ad reads ‘If you’re a woman, don’t bother reading this ad’ while another states ‘This ad is for white people only’.

Ad Standards CEO Fiona Jolly said she hopes the campaign highlights the ability of advertisers and agencies to have more socially progressive messaging in their communications.

“There’s a perception throughout the industry that the Codes in place hinder creativity – well that’s absolutely false,” said Jolly.

“The Codes set the minimum standards. Advertisers should not feel inhibited in going beyond the standards and aiming for more socially progressive advertising, which in turn can help companies achieve better business outcomes.”

“Globally there are calls for advertisers to move away from outdated stereotypes. The World Federation of Advertisers is calling on brands to ‘unstereotype’ advertising and the *kinder conditions campaign is encouraging recognition of campaigns that are doing just that across a range of social issues.”

Jolly emphasised that the campaign isn’t finger-pointing at any industry or business in particular: “Although the Codes we’ve highlighted are some of the least complained about, we have to remind people that advertising standards are in place and they are there to achieve the greater good for everyone, advertisers and the community alike.

“In fact, it’s been proven that Australia’s advertising self-regulation complaints system is responsive, cost-effective and efficient – it protects the integrity of brands through a wide range of advertising initiatives that align with community values. It’s a win-win.”

LOUD Communications CEO Lorraine Jokovic said of the thought-provoking campaign: “There’s no denying the copy is confronting and packs a punch to get its message across. For the TVC, we employed a 1950s’ aesthetic reminiscent of a time where stereotyping was the norm.

“Together, these devices highlight how the industry can progress and move away from outdated clichés which, unfortunately, can offend and discriminate against many groups.”

To showcase its support for positive social change in advertising, this year Ad Standards sponsored a new Effie Awards category called ‘positive change’ which recognises and celebrates brands that are promoting the greater good through marketing communication.

In the same spirit, Ad Standards is also encouraging advertisers and agencies to nominate an ad that they believe celebrates creativity and goes beyond the already high standards in Australia to create *kinder conditions. To nominate, visit the Ad Standards website at http://adstandards.com.au.

Agency credits

LOUD Communications

Lorraine Jokovic – CEO

Wellison D’Assuncao – Creative Director

Sarah Mould – Copywriter

Emma Frizzell – Art Director

Lauren Harris – Account Director

Jessica Liu – Account Manager

Gerry Cyron – Head of Planning

Ben Adams – Producer

Production company – New Film Media

Uncanny Valley – Sound Design

20 Below – Radio Production

Aimee-Lee Curran – Director

PR – FleishmanHillard

Jenna Orme – General Manager

Maggie Stergiopoulos – Business Director

Vanessa Liebmann – Business Manager

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