Recognising that stereotypes get reinforced through advertisements especially those concerning women, the International Advertising Association has decided to change the deep-rooted gender bias.
On Wednesday, the IAA’s India Chapter launched its “Gender Sensitisation Drive” here. A two-part “initiative to stop violence on women” is set to begin next month in Mumbai.
“The first part of the drive would be to hold seminars across the country to sensitise content writers in advertisement, film and TV industry and to guard against typifying women in a certain way,” said IAA’s India Chapter president Srinivasan. K. Swamy, adding this would create focused awareness about the right way to project women across media.
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Seminars
“The objective is to sensitise content developers and a team of experts will conduct these seminars,” he said. The first seminar will be held in Mumbai on February 16 and subsequent ones in Delhi, Kolkata, Hyderabad and Pune.
“We are trying to involve certain bodies that are actively involved in such work. For instance, the NGO Ladli, which is focused on eradicating female foeticide, also looks at advertising and communication as a serious vehicle for change,” said IAA Public Service Committee chairman Kaushik Roy.
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The seminars are also seen as “briefing sessions” that will lead into the second part of the drive: a national advertising campaign that will use creative resources to try and change behavioural patterns in a manner that would benefit women. “In this multimedia campaign, all creative agencies will be encouraged to participate. The topic is ‘eve teasing’ which is seen as the mother of all problems,” said Mr. Swamy.
Shortlisted entries will then be presented to a jury of eminent people such as NGOs and behavioural scientists. The campaign is seen as a means of changing attitudes within the industry and advocating self-governance.