UN Women and the Unstereotype Alliance have partnered to launch a campaign titled #YouDontSeeMe.
The idea behind this campaign is to take on how women are portrayed in the Indian advertising industry. According to a release, around 87% of India believes that women are typically portrayed in traditional roles in their country’s media, and 86% said the same about the portrayal of men.
The objective of #YouDontSeeMe is to shed light on gender portrayals in the media by highlighting the disparity between on-screen and real-life experiences.
The campaign was conceptualised by Grey. Lodestar UM and GroupM are providing media buying support and collaborating through free media partnerships for the campaign.
Susan Ferguson, country representative - India, UN Women, said, "We fully recognise the power and influence of the advertising industry and the advertisers that shape the industry when it comes to stirring positive social norms change. UN Women is excited to partner with the Alliance to challenge and advance the ways women are represented.”
The campaign will be spread across print, digital and OOH for two months. It has been launched in Mumbai and will expand to New Delhi, Chennai, Bangalore, Kolkata, and Hyderabad.
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