PWN Istanbul Becomes a Supporter of the Unstereotype Alliance

PWN Istanbul, became a stakeholder in the “Gender Equality in Advertisement Council”, founded by the Advertisers Association (RVD), in November 2017 in order to carry out its activities to promote balanced and progressive gender representations by clearing ads from stereotypes.  At the start of January 2020, PWN Istanbul also became a supporter of  Unstereotype Alliance, in order to eliminate unconscious bias and stereotypes in all advertisements in the media.  

Aylin Olsun, President of PWN Istanbul, stated that she observed this sensitivity in all the advertising work done by PWN Istanbul corporate partner. Furthermore, she commented, “Ahmet Pura, President of the Advertisers Association, is one of the active members and volunteers of PWN Istanbul. A cooperation agreement was signed between RVD and PWN Istanbul on 'Gender Equality in Advertising'.

The existence of a common mission was vital in the development of this cooperation. In the latest work conducted through the research with RVD and Bahcesehir University, we evaluated award-winning commercials from the last 10 years in terms of "Gender Equality". It was noted that the heroes are mostly male, the woman are always reflected in the home, and the reflection of women in the advertisements of IT, Technology and Industry sectors is below 10 percent. 

In summary, the importance of advertising is critical to break social stereotypes against women in business life. We want to raise public awareness around the role of advertising in overcoming prejudices, and specifically the stereotyping of women as one dimensional home keepers. To this end, we support the UN Unstereotype Alliance established in Turkey as a successful platform for creating impact. We also aim to transfer these studies to our individual and corporate stakeholders and to increase their global cooperation with this mission. ”

Aylin Olsun referred to the importance of emphasizing diverse roles for women – showing them in working life situations, social environments and not merely confined to the home in advertisements. Olsun said, “As an association which works on leading a gender balanced business life, our collaboration with RVD is designed to trigger change by creating awareness. PWN Istanbul is currently preparing to facilitate a series of Diversity Lab sessions  for RVD member companies. 

Advertisers Association President, Ahmet Pura, stated recently that it is important that PWN Istanbul is represented and recognised as an important stakeholder of the Gender Equality Council in Advertising, and said, “Research around the world shows that advertisements have a high educational impact in society. We will be the pioneers of this transformation by creating a new and better way to advertise. We fully believe that the studies on gender equality that are being conducted by the advertising sector will open up the way for different sectors and legal regulations in the future. "

The Gender Equality Council for Advertising carried out research with Bahcesehir University on Effie Awarded advertisements in Turkey in 2018, then one year later the research was repeated. Turkey’s Gender Equality Report 2019 is the second phase of the research results. In the short period between the two pieces of research, the share of adverts showing women as the main characters rose from 35% to 40%. Pura went on to say: "It is great to know that the intense efforts of the Gender Equality Council For Advertising has created positive impact.

Today is over, we have to work harder from tomorrow morning. For this purpose, we have been cooperating  with many global institutions. In order to eliminate the negative bias and stereotypes in ads, Unstereotype Alliance Turkey has been been formed with the support and cooperation of  of RVD and UN Global Unsterotype Alliance. We find this step is important, which will positively affect the transformative effect of advertising. Having PWN Istanbul as a supporter and stakeholder in this project will most certainly strengthen our impact.”

More information about the RVD (Advertisers’ Asscoiation), visit:  www.rvd.org.tr 

Date: January 2020

Writer: Sevda Solak, Marketing Working Group Leader, PWN Istanbul

Editor: Rebecca Fountain, Head of Marketing and Communications, PWN Global