Many brands and organizations have pivoted from stereotyping to empowering women in their campaigns. In this age where consumers are more sensitive of what their brand purchases stand for in certain social issues, companies have become extremely mindful on how they portray females in marketing materials.
Margot Torres, managing director at McDonald’s Philippines and one of the board of trustees of the Internet and Mobile Marketing Association of the Philippines (IMMAP) recently presented “How Brands are Empowering Women” by the Ad Standards Council’s (ASC). Torres was IMMAP president in 2016 and 2017
ASC is a nonstock and nonprofit organization which aims to promote truth and fairness in advertising through self-regulation of advertising content. It was established by the Kapisanan ng mga Broadcaster sa Pilipinas, the Philippine Association of National Advertisers, and Association of Accredited Advertising Agencies of the Philippines to handle screening of all broadcast, digital, mobile, out-of-home, and advertising.
The ASC’s Code of Ethics strictly prohibits brands to portray women as sexual objects in its campaign across all platforms.
Torres, made a special mention to brands that have been empowering women and giving them the proper portrayal that they deserve. Unilever has quite a number of Dove commercials looking at women diversity in its “Real Beauty” campaign. P&G, for its part, has a campaign that changes the meaning of “Like a Girl” phrase. From its initial meaning of a softie, “Like a Girl” shows females as strong and capable of doing many things that were thought impossible in the past.
She also explained the objective of Glass: The Lion of the Cannes Lion Festival of Creativity, where campaigns should celebrate “culture shifting creativity. Entries will need to demonstrate ideas intended to change the world; that is work, which sets out to positively impact ingrained gender inequality, imbalance or injustice.”