Dr AL Sharada
Feb 16, 2024

Creative critique from a gender lens: 5-9 February

Dr AL Sharada, advisor, Population First, reviews ads from last week on the basis of gender sensitivity

Creative critique from a gender lens: 5-9 February

The Gender Sensitivity score is based on the following parameters:

 

0.5-1.5: Gender offensive, 1.5- 2.5: Gender stereotypical, 2.5-3.5: Gender neutral, 3.5- 4.5: Gender sensitive, 4.5-5: Gender transformative. 

 

What worked:

 

Blissclub

This ad from Blissclub addresses gender roles and the imbalance of household responsibilities, highlighting how women often sacrifice their fitness and well-being due to caregiving duties. It emphasises the importance of men taking on household tasks to enable women to prioritise their self-care and fitness. The campaign encourages women to reclaim their time for themselves, echoing the freedom men have to pursue their interests uninterrupted. By advocating for cultural change and challenging societal expectations, the ad aims to spark conversations about equality within the household and redefine norms to create a space where everyone can thrive without interruption. 

 

Gender Sensitivity Score (GSS): 3.5/5

 

What could have worked: 

 

HDFC Life 

This HDFC Life campaign reflects the evolving dynamics between different generations in the current context of fast-changing technology, communication, and culture. It highlights the gap in perception between parents and their digitally engaged children. The ad also highlights the smart usage of social media by the youngster defying the perception that youth use social media only for entertainment and image building. The ad portrays a heartwarming moment where the teenager surprises his parents with his creative use of technology, challenging their preconceptions and showcasing his potential. The campaign underscores the need for parents to be financially prepared to support their children's education and future endeavours, acknowledging the changing landscape where traditional approaches may no longer suffice. This is sure to resonate with many parents of teenagers.

 

GSS: 2.75/5

 

Other films from the week: 

 

Samosa Singh

 

GSS: 2.75/5

 

Usha

 

GSS: 2.75/5 

 

Ikea

GSS: 3/5

 

Federal Bank

GSS: 3/5

 

Henry Harvin

GSS: 2.75/5

 

Timex

 

GSS: 3/5

 

Cadbury 5Star

GSS: 3/5

Source:
Campaign India

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