Hot on the heels of its latest work with Respect Victoria to prevent violence against women, Behaviour change specialist agency, The Shannon Company (TSC), has taken aim at the role advertising plays in gender inequality.
TSC communications and digital director, Lily Tidy, said the team collaborated with Women’s Health Victoria to develop the ‘Shequal’ brand narrative, tone of voice and video assets.
“Advertising has the power to shape society and how we think and feel, and this initiative is designed to encourage the industry to play a positive role in encouraging gender equality, rather than what at times it currently does, and that’s reinforce gender stereotypes,” Tidy said.
“This work is really designed to challenge the industry to consider the links between sexist ads, gender inequality, lack of respect for women and ultimately violence against women.”
TSC is part of the collective reference group of organisations and professionals from the advertising industry and beyond, working towards a future where everyone plays a role in shaping how women are represented.
The agency’s group business director, Kate Griffiths, said the industry can do much more to promote authentic and inclusive portrayals of women.
“ShEqual is all about encouraging the advertising industry to get real!”
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