The World Federation of Advertisers (WFA) have made more announcements at their Global Marketer Week in Tokyo, Japan this week, which was held alongside Advertising Week.
In additon to its Global Media Charter, It announced the release of ‘Guide to Progressive Gender Portrayals in Advertising’, which aims to challenge brand marketers to stop producing stereotypical ads and introduce a more progressive portrayal of both sexes in ads.
The global trade association is keen to use this guide to identify key steps that brand marketers should take to ensure their organisations embrace diversity both internally and externally.
The guide has received support from the likes of Keith Weed, chief marketing and communications officer at Unilever, who said: “I wholeheartedly welcome WFA’s efforts to help spread the message of the Unstereotype Alliance. We’ve started to see real progress but it doesn’t yet go far enough or wide enough. Our job won’t be done as long as ads still diminish or limit the role of women and men in society.
“I hope that this WFA guide can share knowledge and insights across global brand owners, and critically, to their 60 national advertiser associations on six continents so that they can see why this is no longer just a social imperative but a business one. This is exactly the kind of collective, cross-sector collaboration that is needed and which I hope leads to sustained transformation across our industry.”
WFA also announced the new members joining its global leadership team from the likes of eBay, Electronic Arts, Mastercard and Tata. The full list of members can be found here.
Previously, during the event, it had announced the publication of its Global Media Charter, a written call to arms designed to engender reform of the digital ad ecosystem to the benefit of both brands and consumers.