Dismantling gender stereotypes in media and advertising

Engaging business to promote positive representation in products designed for children is a vital part of achieving equality and inclusion.

Brizita Xavier Trindade in Timor-Leste
UNICEF/UN067557/Antti Helin

About

Media and advertising are key agents of socialization for children and adolescents. Promoting positive gender socialization through advertising means helping ensure that children consume media that support positive, inclusive and diverse social norms, rather than perpetuating discriminatory stereotypes that lead to negative outcomes for children. 

UNICEF looks to encourage the advertising and marketing industry to promote positive portrayals of gender – and other areas of diversity – to empower children everywhere. We advocate for business to adopt a transformative approach to marketing and advertising, from business strategy and creative policies to the end product and marketing; we conduct research to help identify the gender biases present in advertising and marketing and we develop tools to help companies understand and address these issues.  

Engaging business to promote positive representation through the marketing and advertising of products designed for children is a vital part of achieving equality and inclusion. 

Find out more about our work in this area and how business can help by downloading our most recent publication. 

Files available for download