The UN Believes Ads Can Turn the Tide in Long-Losing War for Gender Equality
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In a world of doubters, someone still believes in the power of advertising: The United Nations.
The UN Women organization came to Cannes this week to convene a sort of Security Council of the ad industry, including many of its biggest-spending marketers, three of the biggest agency holding companies, digital duopolists Facebook and Google, Alibaba, and more. The idea is that advertising can do what more than two decades of UN proclamations, local laws and good intentions haven’t — spur real progress on gender issues.
“No country in the world has achieved gender equality, even though we have big initiatives and laws passed,” said Phumzile Miambo-Ngcuka, executive director of UN Women in an interview. “Changing laws didn’t do much to change cultural norms. Advertising has skill in behavior change.”
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