UN Women-Convened Unstereotype Alliance Launches First Public Awareness Campaign

The Unstereotype Alliance – an industry-led coalition convened by UN Women to eradicate harmful stereotypes in advertising content – has today announced its first business-to-consumer campaign, 'Say Nothing, Change Nothing' a global campaign designed to mobilize public action spearheaded by award-winning playwright, actor and UN Women Goodwill Ambassador, Danai Gurira.  

The campaign aims to tackle harmful stereotyping after research showed that under-represented and underserved communities in particular are facing it daily. Research conducted by Unstereotype Alliance member IPSOS across Brazil, South Africa, Türkiye, USA and UK, found that three in four (73%) people state they regularly see or hear stereotyping yet only one in three (30%) will frequently say something to disagree with it. Half (50%) believe people do not speak up or disagree when they see someone using a negative stereotype, because they do not want to escalate the situation. Two in five (41%) believe people do not speak up or disagree with the perpetrator because they do not know what to say, highlighting an education gap on how to take a constructive stand. 

In response, the Unstereotype Alliance has announced 'Say Nothing, Change Nothing', a campaign aiming to raise awareness of the pervasive role harmful stereotypes play in society. The goal is to encourage conversation on the issue and provide people with resources and educational tools to proactively and safely take action. A helpful guide, Unstereotype 101, will be available from today, which explains how to safely confront stereotypes and enables people to become upstanders rather than bystanders, with three quick steps to standing up to stereotypes: Stop, See, Suggest.  

The launch sees the unveil of three pieces of film: The Candidate, The Game and Winner., which cover issues of stereotyping linked to race, gender and disability and underscore the harm caused when people do not speak out against stereotypes. The campaign was produced in partnership with Unilever as a Vice Chair and co-champion of the Unstereotype Alliance and contributing members Include Ogilvy, Lions, IPSOS and IPG's Craft. 

Sara Denby, head of the Unstereotype Alliance Secretariat at UN Women, said: “Since 2017 the Unstereotype Alliance has united advertising industry leaders, decision-makers and creatives on a shared goal: to end harmful stereotypes in advertising. Despite the headway made across the industry, stereotypes are rife the world over. They continue to stifle progress in every society, deny human rights, and diminish entire groups of people in ways that have real-life consequences. That’s why we’ve chosen now – in the sixth year of the Alliance – to make our message public and come together with our members to launch our very first public awareness campaign. Collective action can help us drive the positive social change in society which is so desperately needed- but we have to ensure people have the language and confidence to carry the movement forward..” 

Aline Santos, chief brand officer and chief equity, diversity and inclusion officer, Unilever said: “If we want to eradicate stereotypes then we need to speak up. The purpose of this campaign is to encourage people to take action, and to not allow stereotypes to be a part of our lives anymore. We’re asking people across the world to unite with us on this mission, using the tools we have provided to start tackling stereotypes proactively and safely. Together our voices can make a monumental difference to breaking down stereotypes to create a more equitable world.” 

The social-first campaign will focus on talking to Generation Z in particular, after two in five (44%) of 18 – 30-year-olds said they would refer to social media for more information on standing up against stereotypes. A social media movement #IWishIHadSaid will be triggered by Danai Gurira, encouraging audiences to share their own experiences of stereotyping and the times they wish they had spoken up.  

Visit break-stereotypes.org to download the Unstereotype 101 guide, a helpful resource for people around the world to safely confront stereotypes and become proactive allies for driving positive global change.