In the midst of a family violence crisis, a challenge to the advertising community to stop using harmful gender stereotypes.

shEqual, Women’s Health Victoria’s advertising equality project, came to us with a body of evidence showing that the use of gender stereotypes in advertising undermines efforts to promote gender equality and prevent gender-based violence. 

We developed a campaign shedding light on stereotypes that can negatively shape men’s attitudes and behaviours towards women. To show the ad community that stereotypes aren’t a thing of the past, we sat well-known comedians Alex Lee and Lewis Garnham in front of a TV to watch a whole lot of current ads, calling out the harmful gendered messages they see. In turn, we encouraged the advertising community to build more gender equality and authenticity into ad campaigns.