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COVID-19: Promoting positive gender roles in marketing and advertising

UN Women

2020

Influencing Gender Norms Workplace Gender Equality

Gender equality Gender stereotypes Gender inequality covid-19 Communications and media women’s empowerment Health Men and boys women and girls New media advertising Traditional media

COVID-19: Promoting positive gender roles in marketing and advertising

COVID-19: Promoting positive gender roles in marketing and advertising

In an effort to respond to the effects of COVID-19, companies have been making various marketing and communication materials for the consumption of the general public on digital media. This could lead to unconscious bias and stereotypical messaging despite efforts to empower gender roles and for women’s voices to be heard. Produced by UN Women, this document provides considerations for businesses and companies, to help them create gender-balanced, socially beneficial marketing and promotional materials.

Highlights

  • UNICEF and UN Women do not advocate using the topic of COVID-19 as a marketing opportunity; however, it is unavoidable that some media and brands or organizations will be particularly motivated to respond.
  • During this time of global crisis, we have a crucial opportunity to inspire everyone to work together in the ongoing enterprise of promoting positive gender roles to everyone’s benefit.
  • When we depict positive gender roles, taking care to include female perspectives and avoid harmful stereotypes around women’s and girls’ roles in society, media and marketing and advertising, we can play a proactive role in challenging social norms and discrimination and balancing the burden of care currently experienced in homes around the world.
  • Emergencies can offer opportunities for heightened awareness around positive change and promote the importance of women’s voices and leadership.

 

Contents

  • Introduction
  • Considerations to Ensure Gender Equality and Positive Representation Through Marketing and Advertising
  • DEPICTING WORK PRACTICES
  • DEPICTING EDUCATION AT HOME
  • DEPICTING HOUSEHOLD TASKS AND BURDEN OF CARE
  • COMMUNICATING OPTIONS FOR HOME EXERCISE AND PERSONAL HEALTH
  • Act for Gender Equality Beyond Marketing
    • Workplace
    • Marketplace
    • Community

 

This was originally published on the UN Women Website.

 

 

 

 

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