MAL48:22 | Page 31

to belabor that . We see them in detergent ads , in oversexualization of women , in unattainable standards of beauty , in nonportrayal of people differently enabled .
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 . As you know , ‘ umoja ni nguvu .’
So , what can we do ?
We can and should promote progressive portrayal in Kenya ’ s marketing space by casting characters in non-traditional roles . My heart warms up when I see the ad where a man is cooking Sukuma Wiki for his family and yet his image is not diminished , it is only enhanced . We need to regularly , train marketers and creatives in progressive portrayal , checking ALL our marketing material for stereotypical portrayals before production and testing advertising content using a measurement tool such as the Unstereotype Metric and working to ensure your advertising contributes to ending harmful stereotypes .
Use your platforms to increase understanding of how gender stereotypes shape women ’ s lives , including entrepreneurship , economic participation , division of unpaid care work , and empowerment .
Raise awareness about how gender stereotypes influence the realization of rights and equal opportunities , such as those related to economic participation and entrepreneurship .
Campaign and advocate with others to deconstruct gender stereotypes and promote gender equality . You could start by demonstrating leadership and commitment to gender equality and advocating for the implementation of laws , policies and programmes to tackle gender stereotypes .
Take concrete measures to prevent and eliminate gender stereotypes and their negative impacts , both in private and public spheres and especially in media .
In conclusion
People are complex . Let ’ s not reduce them to a certain role .
Our society is diverse and multilayered . Let ’ s not ignore certain groups of people
from our marketing activity .
Let us reflect that technicolor that I spoke about at the beginning . Let me , Elizabeth , see myself positively portrayed in your ads , let our children learn from the way that you portray women , persons living with disability , the not so beautiful , rural and informal settlement dwellers , let them know that yes , their aspirations whatever their circumstances , are achievable .
Hmmm - if we were to do an advertising audit today , how many of your ads would be confirmed to be reinforcing some form of stereotype ? And as Citizen TV ’ s Swaleh Mdoe says , Tafakari haya …
So , join this global movement , the Unstereotype Alliance , be counted , say no to stereotypes , and restore sanity to the marketing sphere .
Elizabeth Obanda is the Team lead , Women Economic Empowerment , UN Women Kenya . You can commune with her on this or related matters vide email at : Elizabeth . Obanda @ unwomen . org .

Where brilliant ideas grow

we provide innovative and effective marketing solutions such as :
Pinacom Media Limited Chepkorio Road , No . 8 Off Lusaka road , opposite CMC Engineering Call : + 254 798 698 100 Email : info @ pinacom . co . ke / frank @ pinacom . co . ke Social media : @ Pinacom Media Limited www . pinacom . co . ke