Sticker campaign addresses ‘unconscious gender bias’ at road crossings for International Women's Day

Female crossing stickers

An Australian lobby group is tackling gender perceptions at pedestrian crossings using stickers to make the public re-evaluate the ‘green man’.

In Melbourne city centre, a trial scheme saw ten lights fitted with new crossing stickers featuring women as part of a 12 month trial, a timely scheme launched days before International Women’s Day (8 March).

Martine Letts, the Committee of Melbourne’s chief executive, told ABC that the idea was to “install traffic lights with female representation, as well as male representation, to help reduce unconscious bias".

She added: “The aim is to move towards one-to-one male and female representation across the state of Victoria.”

The changes come at a cost however, as ABC reports that it costs $8,400AUS to make the updates to six traffic lights.

Street signs and crossings are popular points of outreach for diversity. During Pride Festival in London last year, Sadiq Kahn approved exclusive same-sex crossing signs.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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