I have worked in the advertising industry, both local and abroad, for half my career. My roles have been primarily people & internal ops focused but always within the media landscape – often dealing with the human fallout of workplace discrimination and harrasment.
The Mad Men boy’s club. The size 6 standard. The middle-class white wash.
And along with the real-world politics of working in this industry, there is the advertising itself. The Mad Men boy’s club. The size 6 standard. The middle-class… oh, wait. Ad Agencies, content publishers, media corporations and TV networks have made billions by selling impossible dreams to vulnerable people. Encouraging them to believe they are not good enough, pretty enough, smart enough, thin enough, white enough or able enough without the products they’re spruiking. So much privilege wrapped up in glossy ten-second spots on television, in full page ads of ‘perfection’ in a shiny magazine or billboard online.
For a long time, many of us have lamented the lack of diversity and patriarchal skew in advertising. We have watched petite white women running along the beach for tampons. We have watched virile, young men with sweat dripping down their shirtless torsos for deodorant. Little girls being sold Baby Born dolls. Little boys being sold Thomas the Tank Engine. Anti-ageing creams. Hair-removing torture devices. Lacy underwear…but only if you’re thin. Sporting equipment…but only if you’re straight (and male, of course).
Of course, it has gotten better since the 80’s. But only marginally. And for those leading the changes, amidst rallying cries of support, there is also substantial backlash; swift, disturbing and prejudiced. UK journalist Tanya Gold’s opinion in The Telegraph that Nike’s plus size mannequin was advocating suicide. The rush of ‘health’ experts calling out Gillette’s use of a larger model, as promoting obesity. Last year, Rockhampton, QLD Tourism removed advertisements accused of whitewashing from its digital campaign due to complaints from local indigenous Australians. The right-wing fascists had a field day.
We need to do better. And this is where Australian Advertising industry self-regulator, Ad Standards, hopes to make a difference.
On July 25th, Ad Standards launched a new campaign called *terms and kinder conditions, targeting racism, sexism and the lack of diversity & inclusion in current Australian advertising. With titles such as ‘This ad is for white people only’ and ‘If you’re a woman, don’t bother reading this ad’, the campaign is sure to get tongues wagging. It’s purpose is to send a direct message to advertisers – lift the standard and act more responsibly in the way you promote your products. Pay attention to the social changes around you and behave accordingly (progressively). Because Ad Standards is a vehicle for audience feedback and complaints (there were 287 lodged in July alone), it is bow asking the public to nominate those ads which are ‘kinder’ and using ‘creativity to spread positive social messaging.’
Round 1 will be operating from the end of July until October 20, with the announcement of winners to come in November. This is your chance to applaud the advertisers who are getting it right, and exceeding the codes standards.
Head to https://adstandards.com.au/news/nominate-kinder-ad and use your voice for good.
