Publish Date: Mar 04, 2025

#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 of discrimination, abuse and violence in manifold areas, can lead to violations of a wide array of human rights and limit people’s full potential. When brands and advertisers challenge stereotypes, they challenge inequality. 

‍Alurralde, Jasper & Asociados, is a strategic communications consultant firm operating in Argentina. We spoke to Karina Riera, Co-Founder, Alurralde, Jasper & Asociados about their tools for push for progress: from workshops to their workforce.

How can the advertising industry help to advance rights, equality and empowerment?
 

“The advertising industry has a key role in dismantling stereotypes, redefining the use of storytelling to generate awareness and action where campaigns can go beyond selling products and become vehicles for social change,” Riera says. To communicate without stereotypes and in more authentic and inclusive ways is a collective challenge that requires “listening, reflection and action.”

Women, in the communication industry and beyond, “still face challenges such as discrimination, harassment, lack of representation, differences in salaries and cyberbullying, Riera says.”

Lack of diversity in the industry is a barrier to meaningful progress. A barrier Alurralde, Jasper & Asociados is working to tackle by “developing career plans for all collaborators, maintaining a workforce that is 70% women on staff including a large number of directors in decision-making positions.”

Beyond ensuring their workforce is inclusive, Alurralde Jasper focuses on eliminating stereotypes not only in the advertising industry but in the communication industry through training and gender workshops as well as inviting a range of professionals such as journalists and opinion leaders to raise awareness of their campaigns and mission.

Redefining the use of storytelling to generate awareness and action means that campaigns can go beyond selling products and become vehicles for social change.

- Karina Riera, Co-Founder, Alurralde, Jasper & Asociados

Global movement, local impact

According to the “Advertising and stereotypes: a high-risk relationship” research, conducted in Argentina by UN Women with the International Labour Organization (ILO) sexism in advertising is detrimental to commercial success and societal change. The research found that 4 in 10 people respondents are willing to start purchasing, stop purchasing or even boycott a brand if its messages do not fit their interests and values. In 2024 the Unstereotype Alliance launched industry-first research further proving this point: inclusive advertising drives social change and improves the bottom line. 

Alurralde, Jasper & Asociados were one of the founding members of the Unstereotype Alliance’s Argentina National Chapter. “For an organization like Alurralde Jasper, which already focuses on gender diversity and empowerment, supporting the Unstereotype Alliance fits perfectly with our values ​​and ongoing efforts to challenge stereotypes, promote equality and encourage diversity within its teams and external campaigns,” says Riera. 

Collaborating with the Unstereotype Alliance means Alurralde Jasper can further reinforce “our commitment to deconstructing harmful stereotypes in advertising and the world of communications”. In 2024, the Argentina National Chapter held a workshop in collaboration with Mariana Jasper, a partner at Alurralde Jasper, to educate advertisers on the importance of unstereotyping their storytelling. Nearly 1,000 participants joined the workshop, which aimed to enhance their skills in crafting new narratives to contribute to a future free from stereotypes.

Riera shares her vision of such a future: “ALL women and girls could live and thrive without being confined to rigid roles or expectations based on their gender. It would open up possibilities for them to pursue their passions, ambitions and identities without fear of being judged or limited.”

“In such a world, ALL women and girls could be recognized for their individual talents and contributions.”