being addressed as doctors and professors , that is good for their image ! I must say our entertainment industry has benefited a lot from who we are as a people , our ability in the rift valley to run , our love for Ugali in Western Kenya , our love for fish in Luo land , you name it . It is said in a way that helps us to laugh at ourselves .
But largely , stereotypes are harmful . When we glorify beating a woman or question their forthrightness and play on whether their ‘ No means No ’ or ridicule their dressing and , justify sexual harassment due to a woman ’ s dressing , that is no good . A whopping 69 % Kenyans say that women call attention to themselves based on how they dress . That is how some people justify gender based violence ( GBV ) and sexual harassment of women and girls .
If you box men as masculine and tough and providers who should not cry but be ‘ a man ’, you promote toxic masculinity sending the ones that don ’ t conform to commit suicide ; you limit their yearning to seek help and safety when they are abused by their spouses . And yet , 42 % of those polled agree that media in Kenya only portrays men in certain roles while 39 % of media in Kenya only portrays women in certain roles .
So in fact , this industry here contributes to reinforcing harmful opinions , contributing to ‘ insanity ’ as you may put it . And sometimes , it is unintentional . But in your zeal to cater to certain audiences , marketers often fall for the stereotyping trap .
The 2021 Statistics released by the Ministry of Education show that 12,424 Class 8 candidates did not turn up for the Kenya Certificate of Primary Education ( KCPE ) examinations administered in March of that year . Gender-Based Violence was singled out as the major contributing factor . We know that GBV spiraled out of control during the Covid-19 period and that women were particularly affected . Some were maimed while others were killed .
And yet in a Gender Equality Attitudes ( GEA ) study , 30 % Kenyans say that there are acceptable circumstances for someone to hit their spouse or partner . Please ! You do agree with me that tackling gender stereotypes as a way of restoring sanity in marketing is the way to go , don ’ t you ?
Who are we and what do we do ?
UN Women stands at the center of mobilizing governments and civil societies to keep the promises of the Beijing Platform for Action to all of society . In everything it does , it is committed to
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Stereotypes are pervasive and destructive but , we can help shape the world we imagine for ourselves and others by developing Advertising that reflects the society around us , by taking collective action . making gender equality a lived reality for all women and girls who have historically been marginalized .
UN Women therefore , work to ensure that in all areas including in the market place , Women lead , participate in and benefit equally from governance systems ; Women have income security , decent work and economic autonomy ; All women and girls live a life free from all forms of violence and Women and girls contribute to and have greater influence in building sustainable peace and resilience , and benefit equally from the prevention of natural disasters and conflicts and humanitarian action .
We work closely with the private sector to establish high-level corporate leadership for gender equality . In this case , UN Women Kenya has joined 193 UN Member States and launched a national Unstereotype Alliance chapter . Safaricom , Unilever , EABL / Diageo , Kantar , MSK , Marketing Africa , Inua Dada Foundation , KAM , AWEP are already members . Others are in the process of onboarding .
What is Unstereotype Alliance
Unstereotype Alliance ( UA ) is a thought and action platform that seeks to eradicate harmful stereotypes of all kinds from advertising and media content .
UA aims to foster workplace equality , to eliminate stereotypes , to achieve unstereotyped advertising and empower public action against stereotypes .
Convened by the UN Women , UA leverages both the United Nations ’ global reach and recognition by 193 Member States as well as the private sector . Advocating against gender stereotypes is a priority area for UN Women , and the Alliance seeks to empower people in all their diversity across the gender spectrum , including healthy masculinities .
By bringing together industry leaders under the auspices of the United Nations , the Unstereotype Alliance makes a powerful contribution towards a more equal world where people are represented in all their complexity of their culture and communities .
No country has achieved Gender Equality ( GE ) to date . Please think about GE simply as providing equal opportunities to all genders . Being intentional about it . I watch the BBC and marvel how a person without sight can be a guide to world travel but he is , how one without sight can be a political commentator but he is , how Kate Adie and now Lyse Deucet as women , are at the frontline of war , reporting fearlessly , but they are . It is about intentionality , equal opportunities , recognition of professionalism but it is also about organizational policy . A progressive policy that aspires for 50:50 representation .
The criticality of diversity , equity and inclusion efforts is growing worldwide . The Unstereotype Alliance National Chapters ensure that harmful stereotypes are tackled with a globally consistent , and locally relevant , approach . Tangible global impact will only come from a clear understanding of each local market ’ s social and cultural nuances and through the commitment and actions of local actors ( brands , agencies , producers , advertising authorities , and policy makers ).
Gender stereotypes are fairly common . You know that , I don ’ t have
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