Dating app Lumen persuades over-50s to strip down for pro-age protest ads
Each person featured in the campaign presents an eye-catching message in support of their cause to such as: ‘Grey hair don’t care’, ‘Nobody puts Granny in the corner’ and ‘It’s our time to be seen’; different iterations of which will be presented to commuters on the London Underground from Monday (8 April).
The campaign launch follows on from Lumen’s ‘Sexy Santa’ ad, which was accused of ‘objectifying’ an older model, being banned from the Transport for London (TfL) network last year.
Following a public consultation, CAP has today announced that ads will no longer be able to depict harmful gender stereotypes. (…) The new rule will come into force on 14 June 2019.
This change follows a review of gender stereotyping in ads by the ASA. The review found evidence suggesting that harmful stereotypes can restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes.
(…) The evidence does not show that the use of gender stereotypes is always problematic and the new rule does not seek to ban gender stereotypes outright, but to identify specific harms that should be prevented.
CAP has published guidance to help advertisers stick to the new rule by providing examples of scenarios likely to be problematic in ads. For example:
McCann London has launched the Visability93 campaign to change perceptions around disability, and raise awareness of the millions of people worldwide living with conditions such as diabetes, arthritis and Alzheimer’s, who may not be considered “disabled” by on-lookers.
For the past 100 years, razor brands have pretended body hair doesn’t exist. Commercials show razors gliding over smooth, hairless legs. Strange, huh? Introducing Project Body Hair. A celebration of hair… wherever it is or isn’t.
A survey of 2,000 Brits found that 55 per cent think there aren’t more people with physical disabilities in ads because they ‘make people uncomfortable’, while 62 per cent say the same for those with mental disabilities. The second reason given was that people hadn’t been exposed enough to disabled communities.
Advertising has the opportunity to change that: the survey found that 63 per cent of those with physical disabilities think that seeing more disabled people in ads removes the stigma around their community, while five per cent wish that brands would be braver in showing ‘people like me’ in their ads.
Maltesers took an unprecedented step with their ad campaign (shown above) that featured disabled actors, but with mixed results. While the campaign proved to be the ‘most successful‘ advert for the brand in a decade and was widely praised for normalising disability, the ads have also garnered criticism for centring each storyline completely around the actor’s disability, rather than her other characteristics.
The Advertising Standards Authority (ASA) has published a report on gender stereotyping in advertising – here’s what you need to know.
Political correctness Y/N?
ter bevordering van gender-mediageletterdheid en activisme gebaseerd op radicale democratie || for gender media literacy and activism based on radical democracy || pour l'éducation au genre dans les média et l'activisme basé sur la démocratie radicale