‘Progressive ads’ have been found to be 25% more effective and deliver better branded impact, says Unilever CMO Keith Weed.
Following a thorough review of its own advertising, Unilever launched #Unstereotype in 2016. The idea is that ‘by using our influence responsibly, we can contribute to positive cultural change as well as making better connections with people through our advertising. That’s why we’ve asked every one of our brands to challenge itself to move away from unhelpful stereotypical portrayals of gender, especially for women, and to deliver fresh campaigns that are more relevant to today’s consumer.’
Knorr’s #loveatfirsttaste campaign and Axe / Lynx’s Find Your Magic campaign were the first examples of change.
At Cannes a year on, Unilever and the UN joined hands to launch the Unstereotype Alliance, with Google, Mars, Facebook, Microsoft, WPP as early signatories. It’s time to scale it up across the industry.
Read more: The Drum