Coinciding with International Women’s Day, the proprietary stereotype finder can identify promotions which perpetuate negative gender stereotypes, objectify the body or depict particular occupations as being better suited for one gender over the other – such as women as housewives or men as engineers.
Incorporated within UnRulyEQ Max. the new tool scores material using a traffic light system with any contravention found as above counting as an amber warning light. A red light used to denote content deemed unsuitable for public consumption.
Unruly’s global SVP of data, Cat Jones, said: “The ad industry is failing women… How can the ad industry hope to engage consumers when what it presents is not an accurate, authentic portrayal of gender roles in the 21st century? Our new stereotype analysis will help advertisers unstereotype their video campaigns and create content that engages consumers.”
Unruly’s response fits with a growing awareness within the ad industry of its own responsibilities in this area following a recent survey of 2,000 Cannes Lions firms which determined the sector was guilty of ‘forgetting about women’ as well as moves by the Advertising Standards Authority to break down gender barriers.