De Igual a Igual Awards to Non-sexist Advertisement
For the second year in a row, in the context of the Cartagena Inspira Latin American Congress, UN Women in alliance with USAID rewarded advertising campaigns that promote the transformation of gender stereotypesDate:
This initiative comes from the Overcoming Violence Against Women Program, from UN Women in alliance with the United States Agency for International Development – USAID, to promote and highlight new advertising and marketing narratives about the roles that men and women have in society.
“In Colombia, 37% of people keep thinking that women that dress provocatively expose themselves to being raped, and still 16% think that women’s place is at home. We have to change this stereotypes to move forward towards gender equality and eradicate violence against women”, pointed Belén Sanz, UN Women representative in Colombia, “that’s why it is essential to UN Women to insist and influence on sectors that massively spread messages, like media and advertising, since they have the power to strengthen the stereotypes that reproduce violence, but also to transform them and build new realities where men and women relate to each other as equals”.
For the award’s second edition a participatory methodology was used. This included a first stage where advertising agencies from all over Latin America created their advertising campaigns that, aside from their variety in format and approach, shared something in common: the promotion of gender equality and new imaginaries free of stereotypes. 35 proposals were submitted from all over the continent, from which 12 were selected and evaluated by an international jury with originality, strategy, and capacity of empathy with the audience criteria. Simultaneously, citizens voted their favorite spots to select the
People’s Choice Awards in: www.premiosdeigualaigual.com
The winners of the II Edition of De Igual a Igual Awards to Non-sexist Advertisement are:
 | www.youtube.com | |
2nd Prize:
| | vimeo.com This is "WOMAN INTERRUPTED App Case" by Rodolfo Barreto on Vimeo, the home for high quality videos and the people who love them. | |
 | vimeo.com This is "La Ultima Mascara" by J. Walter Thompson Colombia on Vimeo, the home for high quality videos and the people who love them. | |
 | vimeo.com This is "PERU 21 Caso" by Videos on Vimeo, the home for high quality videos and the people who love them. | |
To quote UN Women’s Director, Phumzile Mlambo-Nguka, “global advertisement’s industry is based on the sophisticated science of influence, fine creativity and deep pockets to shape the choices of audiences regarding products and services. One result of this powerful process has been the formation or reinforcement of negative stereotypes, both of men and women. This persistent images feed cultural norms and are a serious wall for gender equality. We have to acknowledge this images and change them”.