#ForAllWomenAndGirls is a rallying call for action on the 30thanniversary of the Beijing Declaration and Platform for Action. Harmful stereotypes are one of the root causes for discrimination, abuse and violence in manifold areas and can lead to violations of a wide array of human rights. When brands and advertisers challenge stereotypes, they challenge inequality.
The Cannes Lions International Festival of Creativity is a global event for those working in creative communications, advertising, and related fields. We spoke to Denise Boateng, Talent Programme Executive at LIONS about how they are being the change they want to see in the world: taking action to increase representation in the industry, create opportunities for diverse creatives to thrive and eradicate stereotypes.
How can the advertising industry help to advance rights, equality and empowerment?
“In the time that I've spent working in advertising, I can see how powerful it is,” Boateng says. “This industry shapes society's perceptions and behaviour, it sets the tone for what we view as "normal". There is a responsibility to redefine narratives, amplify voices, and break stereotypes that are harmful to women. Those women need to be in the room creating those stories from the beginning. After all, it's not just about the messages we put out, it's also about who is creating them.”
Boateng shares how the underrepresentation of women is an obstacle to progress: “A challenge we face in this industry is that intersectionality flies under the radar.”
“It's important to address the deeper systemic barriers that keep women and girls - particularly of colour, disabled women and those from other marginalised backgrounds - out of leadership and decision-making roles.”
Boateng points out that lack of conversation about intersectional identities, leads to a one-size-fits all approach to gender equality that doesn't serve all women. “Breaking the glass ceiling is just as, if not more important than creating spaces for these women.”
