Ad Standards Debuts Inclusive 'Kinder Conditions' Campaign
Grace Mahas — August 5, 2019 — Marketing
References: adstandards.au & thedrum
Ad Standards -- an independent advertising complaints adjudicator in the UK -- recently launched the new, thought-provoking campaign 'Kinder Conditions' to bring to light issues with racism and sexism in the marketing industry. The organization worked with the creative industry Loud Communications to launch a multi-media campaign that will run across television, radio, newspapers, and billboards.
Kinder Conditions highlights the issues with the lack of diversity in advertising, the racial stereotype often being portrayed on screen, and the unrealistic portrayal of women seen in ads. This is accomplished through videos and posters that have provocative titles such as "This ad is for white people only" and "If you're a woman, don't bother reading this."
The campaign seeks to set high advertising standards that "dismantle gender stereotypes" and "celebrate cultural diversity." The campaign encourages the public to nominate advertisements that meet these high standards and create "kinder conditions."
Kinder Conditions highlights the issues with the lack of diversity in advertising, the racial stereotype often being portrayed on screen, and the unrealistic portrayal of women seen in ads. This is accomplished through videos and posters that have provocative titles such as "This ad is for white people only" and "If you're a woman, don't bother reading this."
The campaign seeks to set high advertising standards that "dismantle gender stereotypes" and "celebrate cultural diversity." The campaign encourages the public to nominate advertisements that meet these high standards and create "kinder conditions."
Trend Themes
1. Inclusive Advertising - Creating an advertising campaign that represents and celebrates cultural diversity and dismantles gender and racial stereotypes can help companies connect with more audiences and increase brand loyalty.
2. Ethical Marketing - Addressing social issues in marketing campaigns can help companies take a stance on social issues and appeal to socially-conscious consumers.
3. Interactive Advertising - Incorporating public engagement and participation in advertising campaigns can increase brand awareness and promote positive social change.
Industry Implications
1. Advertising - The advertising industry can benefit from creating more diverse and inclusive campaigns that address social issues and engage the public for better brand recognition.
2. Marketing - Marketing professionals can explore ethical marketing practices that take a positive stance on social issues and promote diversity and inclusivity in their campaigns.
3. Media - Media companies can lead the way in creating and promoting ethical advertising campaigns that celebrate cultural diversity and provide a platform for underrepresented voices.
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