Cannes, France – Unilever is calling on content creators and distributors to act now to eliminate outdated stereotypes. The move marks the latest step in the company’s industry-leading Unstereotype initiative, which launched two years ago with the aim of eliminating harmful and diminishing portrayals of people across advertising.
As part of its Unstereotype commitment Unilever is expanding the initiative across all forms of content and branded entertainment, and today announces a three-year multi-million-dollar deal with Rexona, the world’s biggest deodorant brand, and Simon Fuller’s XIX Entertainment. Rexona (also known as Sure, Degree and Shield depending on the country) will partner with NOW UNITED, the first ever global pop group comprised of 14 artists from 14 countries including Brazil, China, Germany, India, Philippines, Senegal, US and UK. Together, they will co-create content across multiple channels that unites different cultures through the joy of dance and music. The campaign will reach millions of young people with positive, progressive messages around equality and tolerance and inspire young people that they can proudly be who they are, wherever they are.
In another previously announced collaboration, Dove – the world’s largest provider of self-esteem education – revealed a multi-year deal with Cartoon Network’s hit television show Steven Universe. This partnership sees Dove collaborate with the show’s creative lead to create original programming using the characters of Steven Universe to educate and build body confidence amongst the next generation (link to first episode here), helping to expand Dove’s reach to provide 40 million young people with self-esteem education by 2020.
“It has always been important to us that our content resonates with our audience and empowers them,” says Christina Miller, president Cartoon Network. “This partnership is unprecedented in its scale, reach and ambition to make a difference in kids’ lives around the world.”
Today, minorities remain underrepresented in film leads (13.9%) and female directors are widely overlooked (6.9%), despite audiences making it clear they prefer diverse film and television content . Unilever believes progressive collaborations between brands and content creators will therefore be key to meeting audience’s expectations and tackling harmful stereotypes around gender, race, sexuality and more.
Aline Santos adds: “As marketers, we have talked for decades about reaching as many people as possible; it’s time we place equal emphasis on representing as many people as possible. That means prioritising greater authenticity in our characters and storylines, and doing more to accurately capture the richness and diversity of the world we live in. From films and TV programmes, to web series and podcasts, we have to work with the entertainment industry to co-create content we’re proud to support with our media investment.”
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