Julie’s Biscuits takes on gender stereotypes in Hari Raya campaign
Julie’s Biscuits has launched its Hari Raya campaign in Malaysia. Called ‘Ini Iklan Raya Baru, Tau?’ (‘This is a Raya Ad, isn’t it?’) and created by Govt Singapore and Layar Lucida, its aim is to show traditional roles evolving in Malaysian households, with people no longer judged by their gender, ethnicity or age.
'There is still much to do if we want to enact change and change mindsets on a larger scale' / Julie's Biscuits
To bring this to life, the campaign’s film shows a fictional director trying to create a Hari Raya ad with stereotypical roles, but is forced to change the script after backlash from the cast and crew.
“Julie’s Biscuits is about people, making connections, breaking barriers and building bridges. We believe that talent, ability and ideas know no gender. While we as a community have made progressive steps forward, there is still much to do if we want to enact change and change mindsets on a larger scale,” said Tzy Horng Sai, director of Julie’s Biscuits.
“As we share merriment and laughter in celebration of Hari Raya, we want to encourage people to take a moment to reflect and explore how they can spread this message to strengthen the bonds of family, friendship and humanity.”