South Africa and Unstereotype Alliance write a new chapter in the fight for equality

11^th February saw the Marketing Association of South Africa (MASA) launch the South African chapter of the Unstereotype Alliance in collaboration with UN Women.

The launch took place at the Loeries creative festival in Johannesburg and represents a commitment to phase out harmful stereotypes in advertising. In addition to MASA and the Loeries, local cinema operator Ster-Kinekor pledged its support as an ally member, and Facebook Africa, Google, Nando’s, and Unilever joined as corporate members.

Local Unstereotype Alliance members led a panel discussion on ways to eradicate gender stereotypes in advertising. During the session, they shared insights such as the fact that while women hold 64% of global consumer spend, 90% of Chief Marketing Officers are men and that a progressive approach to advertising increases purchase intent by 18%.

The South African chapter is the Unstereotype Alliance’s third affiliate national chapter following Brazil and Turkey.

For more information, please contact MASA.