Unstereotype Alliance launches UAE chapter

On November 9^th, UN Women announced the launch of the UAE national chapter of the Unstereotype Alliance. This marks the Alliance’s sixth national chapter, following the launches in Brazil and Turkey in 2019 and South Africa, Japan and the UK earlier this year.

The launch follows research conducted by the UAE advertiser association Advertising Business Group (ABG) and Zayed University that looked at gender portrayals in TV advertisements in the Gulf region. It found that most ads continue to depict traditional gender stereotypes and do not reflect the increasingly progressive role of women in the region.

Unstereotype Alliance UAE will focus on ensuring more progressive portrayals of women and men appearing in media and advertising. Founding members include ABG, Dubai Lynx, Etihad Aviation Group, Facebook, Google, LinkedIn, Omnicom Media Group, Snap Inc. and Unilever.

Commenting on the launch, Dr. Mouza Al Shehhi, Director of the UN Women Liaison Office for the GCC, said: “UN Women is thrilled that the UAE is the first country in the Middle East region to establish a National Chapter of the Unstereotype Alliance. This speaks to the commitment and progress that the UAE has made on the women’s empowerment agenda, both in setting high standards of women’s inclusion and leadership in both the public and private sector. I have no doubt that this alliance of committed partners will create positive change in the media and advertising industry here in the UAE and contribute to creating a more gender-equal world.”