This paper focuses on women's representation in advertising from a business measurement perspective and how it can impact advertising performance. Most importantly, it invites the industry to join efforts, creating solutions to make advertising more inclusive, giving voice to groups that today are being selected silences and inspiring society with a diverse view of humanity, improving therefore these groups' presence and the way they are portrayed in advertising.
In the case of the present study, introducing an intercultural way of working unveiled pre-existing dynamics that reproduced the dichotomy of us versus them, notably within gender roles. For this reason, and recognising our own feminine perspective on this business case, we chose to bring gender as one of the characteristics that, within the work that was performed at Vitamix, explain the changes that an intercultural approach brought ti the glocalizing process of the company.
The Association of National Advertisers (ANA), and its subcommittee, the Alliance for Family Entertainment (AFE) launched #SEEHER, a movement to increase accurate portrayal of women and girls in media. Advertising and entertainment programming are a powerful solution to changing public perceptions about unconscious gender bias. With a goal of increasing accurate portrayal of women and girls in media 20% by 2020 the ANA/AFE created data to benchmark progress called GEM (Gender Equality Measure) ABX, an ANA/AFE research partner, developed metrics, utilizing ABX syndicated research, to implement GEM scores across media and entertainment, creating the accountability for change.
My Choices Foundation exists to give women and girls in India the choice to live lives free from abuse, violence and exploitation. It does this by addressing two of India's most pervasive and intractable issues: Domestic Violence and Sex Trafficking. Their anti sex-trafficking work through Operation Red Alert is leading the prevention movement in India, and has become an international pioneer in its technology-driven approach. The presentation will cover how My Choices is applying the findings from their research (that employed learnings from cognitive neuroscience and behavioural economics) to understand and influence the behaviour of families at high risk to sex-trafficking.
Emma Watson has it but it's rather easier at 27. Madonna still has it at 58. Erotic capital is a personal asset everyone uses to achieve given goals. So why not to build a platform based on this asset to innovate and communicate with your female target audience.
Gender inequality is a global issue, and of particular concern in Cambodia, but by how much? And how are gender dynamics changing, if at all, among younger cohorts? This study investigates the current state of gender dynamics in Cambodia, especially topical given the country's current transformation from a low to middle income society. How will Cambodia progress as a nation when half its population is not empowered? There is a need to reshape traditional gender roles if Cambodia would like to harness the power and impact of its total population. The results offer both specific and broad implications for how Cambodia as a country can leverage the findings, as well as how other countries can apply the learnings, especially as it relates to the growing influence and power of the Internet.
It is estimated that there are 20 million commercial sex workers in India, and around 80% of these are victims of sex trafficking. Kidnapped or lured from their homes, these women and girls are forced to succumb to sexual exploitation as sex workers through a combination of coercion, torture, starvation and rape. 40% of these victims are adolescents and children. There is a demand side and a supply side to this deadly problem. The highly sensitive nature of the problem poses many research challenges. Our paper covers new understanding of the Demand & Supply sides. We will share how using innovative research tools informed by behavioural sciences provide new insights into decision making and how that is helping to reshape the strategies and campaigns to attack this deadly problem.