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SBTV
Diageo highlights gender equality in advertising
Diageo has released a short film that examines gender balance in advertising for International Women’s Day (8 March).
The video takes a look at the importance of diversity in the advertising sector and shines a spotlight on the organisations “working to address imbalances behind the camera and in creative departments”.
The film also discusses the role of advertising in shaping culture, the historic misrepresentation of women in advertising as well as the schemes supporting “more progressive gender portrayal”.
Diageo is also a sponsor of the Creative Equals ‘Returners’ Scheme, which aims to support women in the creative industries in the UK as they return to work after a career break of at least a year. A group of ‘returners’ will work on ads for Diageo’s Baileys and Guinness brands.
In the short film, Diageo chief marketing officer Syl Saller said: “Through the millennia, culture has been shaped by the stories we tell and if you think about it advertising is telling stories that are backed by billions of dollars to have them heard.
“I am convinced we can normalise gender equality with what we choose to show in our ads, and who we choose to make them.
“We strongly believe that diverse teams create all kinds of different stories, stories which portray men and women as they really are, stories that are eminently relatable.”