Stereotypes fight

Focus 1 day, focus everyday?

International days are set to raise awareness about a subject matter. One of the most famous international day is probably the International Women’s Day, but many others exist such as International Day of Forests (21 March), World Water Day (22 March), World Environment Day (5 June), World Day Against Child Labor (12 June) etc. Using them in campaigns are a great opportunity for brands to be talked about. But are they working?

When I started my search about special international days on the Web, I was quite surprised by my findings! There are plenty of lists available: the one from the United Nations, another one from UNESCO, a list from Wikipedia etc. Then, as I was reading what kind of international days were listed I noted that some were more famous – or more used in campaigns and presented in media – than others. For example, the International Women’s Day is unavoidable. Being a brand and not communicate on the 8th of March has become a nonsense. But are these campaigns efficient? Well… I’m afraid that some stereotypes and clichés are still quite strong.

Some changes…
Messages about inequality between men and women at work are triggering initiatives and trends such as creating women network or awareness trainings within organizations. In terms of campaigns, some interesting initiatives can be observed. Here is an example: “Own Business Girl”.

Metro Germany launched a campaign to support Women Entrepreneurship: for each newborn girl born on 8th March 2018 in Dusseldorf, a 2000 EUR fixed-term deposit was given. Why such endeavour? Based on a study, a Germany-based Metro’s International Own Business Study, 45% of women want to start their own business, but just 12% think they ever will. The main reason stopping them? Lack of financial support.

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Source: Sense NYC

Ad agencies have also grab the opportunity to communicate about either their support or their actions related to this famous day.
Unfortunately, this type of campaign is having an impact only for a short period of time. Once the famous international day has passed, all is gone and forgotten. Even if the #Adpology was to be praised, stereotypes in ads are still used.

…haven’t overcome old-fashioned brands yet
The worse ads are probably the ones full of stereotypes and targeting the young ones. Saying that, I was quite disappointed by the last Disneyland Paris campaign in Parisian metro stations to promote their “Festival Pirates and Princesses”.

After a visit on Disneyland Paris’ website, I figured out that the following choice is given: whether you join Cinderella, Moana, Snow White or other princesses or you join the Captain Hook, Jake, Peter Pan, Wendy and other pirates. Even if Wendy is part of the Pirates group, the poster used to promote the event is quite falling into old-fashioned stereotypes. Maybe, it is a Work In Progress presentation, since there is on the frontpage “pirates” written with 3 “r” letters?

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Other changes to come?
Last year, Unilever announced a partnership with UN Women and other companies to launch Unstereotype Alliance. The purpose? Accelerate progress around how women and men are portrayed in ads and brand-led content. According to a quote of Phumzile Mlambo-Ngcuka, Executive Director of UN Women and Under- Secretary-General of the United Nations in The Drum: “Advertising is a particularly powerful driver to change perceptions and impact social norms”. Maybe soon, erasing gender biases in ads will become THE norm and not a differentiator for brands?

Kerner Thaï : une 2ème édition dépassant les genres

Pour sa 2ème édition, le Gala Kerner Thaï a eu lieu au stade Pierre de Coubertin, le samedi 6 janvier 2018. Le combat tant attendu par le public était celui de Nong Rose Baan Charoensuk versus Akram Hamidi. Et oui, l’effet nouveauté suscite bien sûr l’engouement de bon nombre de personnes, puisque Nong Rose Baan Charoensuk est transgenre.

Avec un démarrage proche du désastre (e.g. retard plus long que la SNCF, le forfait de dernière minute de Johann Fauveau, Anouar El Karkouri marchant sur son adversaire Ludovic Hoareau donnant lieu à un no contest mais à une distribution de coupes, des problèmes avec la retransmission en direct sur L’Equipe), le gala s’est clôturé en me laissant un goût assez amer. Pourquoi ?

Le beau combat d’un transgenre, effacé par les « ring girls »
Toute la communication de ce gala s’est concentrée sur le combat opposant le transgenre Nong Rose Baan Charoensuk versus Akram Hamidi (Le Parisien, Le Huffington Post, L’Equipe, 20Minutes…). L’écran du stade diffusait en boucle des images extraites des entrainements de Nong Rose et d’Akram Hamidi. « Normal » me direz-vous puisqu’il s’agit du premier combat en France opposant un combattant transgenre à un combattant masculin. A tel point que le combat opposant Jimmy Vienot, le double champion du monde contre le Néerlandais Serginio Kanters (au lieu du Britannique Jordan Watson) très attendu par les amateurs de Muay Thaï n’a pas été vraiment promu.

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Ram Muay des combattants

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Quelques photos du combat Nong Rose Baan Charoensuk versus Akram Hamidi

Même si l’issue finale de cet affrontement inédit en France a été la victoire du Champion de France, Akram Hamidi, l’accueil de ce combat était également une victoire pour Nong Rose. Elle confiait à l’AFP être « heureuse d’être la première trans à combattre en France. Cela permet de promouvoir les trans, de montrer que nous valons autant que les autres. Nous ne sommes pas faibles ». Sur le ring, Nong Rose a en effet bien démontré qu’elle était forte et déterminée ! La décision finale a d’ailleurs été partagée parmi les jurés. D’après l’interview de Guillaume Kerner pour Muay Thaï Tv, une revanche pourrait être envisagée…

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Source: MUAY THAI TV

Toutefois, cet événement marquant me semble complètement effacé par les « ring girls » (jeunes filles très légèrement vêtue et ondulant du bassin dont le rôle principal est de présenter les pancartes indiquant le « round » (ou reprise)) présentes lors du gala. Même s’il s’agit d’une « tradition », le rôle tenu par ces « ring girls » n’aide en rien l’image des femmes véhiculée dans le monde de la boxe. Dommage que l’organisation du gala n’ait pas poussé l’originalité plus loin !

Une offre de restauration chère et loin des attentes « Smart & bio »
Dès l’entrée du stade, l’affiche « Smart & bio » donne envie et on se dit « Super ! Une proposition de buvette originale avec des produits sains et bio ! » Et bien non ! A moins que vous ne soyez dans la partie VIP. Les autres doivent se contenter d’une offre outrageusement chère, et des produits non bio. Dommage !

En espérant que la 3ème édition prévue sans doute en juin prochain, prenne bien note des loupés pour proposer un événement digne des 35 euros du billet d’entrée !

Big winners of Cannes Lions 2017 Grand Prix: Environmental and Social Initiatives!

Since 2013 I’m writing about sustainability and Cannes Lions 🦁, and I’m getting happier and happier 🤗 when I see more environmental and social initiatives promoted through campaigns. Because it means that things are being done! Unless the advertising world just wants to appear to care… Let’s continue to believe in unicorns 🦄 and believe that the world is actually changing. For this year, here are my Top 7 Cannes Lions Grand Prix  selection! Why 7? Because July (7) has come… along with Game of Thrones’ 7th season!

The true cost of your consumption
The Aland Index is a kind of ‘behind the scenes’ of your consumption. It calculates the environmental impact (carbon footprint) of each credit card transaction. Every month, a digital report 📊 is presented along with the monthly bill and suggests local, global or lifestyle call to actions to compensate for the impact caused. Combined with an index that would measure social impact (The True Cost), people consumption might change…? While change is in progress, communication of such initiative has been quite effective since the campaign made by RBK Communication Stockholm for the Bank of Aland 🇫🇮 was one of the winners of the Grand Prix Cyber.

4 for Fearless girl
Fearless Girl not only obtained the 3rd Grand Prix Glass, it has also been awarded with Grand Prix Titanium, PR and Outdoor! Sculpted by Kristen Visbal and commissioned by State Street Global Advisors (SSGA) via McCann New York, Fearless Girl depicts a Latina girl looking at the famous Charging Bull 🐃 at Bowling Green in the Financial District of Manhattan, New York City 🗽. Installed a day before the International Women’s Day, McCann New York found the perfect setup to advertise SSGA Gender Diversity Index, which, itself, promotes gender diversity across senior leadership within U.S. large-capitalization companies. More and more companies are launching women leaders program. We shall see in the future if such initiatives make known the power of women in leadership.

The unusual aspect
If I say “sport”, “Thailand”, you may think of Muay Thai. If I add “strong supporters”, you might guess… “Soccer ⚽?” In Thailand 🇹🇭, people are quite passionate about it: they like to watch it and play at it. In Khlong Toei community, a highly populated area in Bangkok, building relationships with one another, especially within the young ones, is one of many of their challenges. Sport is always a good way to connect people together. AP THAILAND, a real estate 🏘developer , in collaboration with CJ WORX, a digital agency firm in Thailand came up with the idea of redesigning soccer field through space optimization, and thus illustrating perfectly AP Thailand’s motto: “Space can change one’s life.” For this initiative, The Unusual Football Field Project obtained the Grand Prix Design.

Orange is the new nation
Remember the Refugee Olympic Team at the last Summer Olympics? Although they have not been awarded any medals 🏅, the campaign The Refugee Nation made by the agency Ogilvy NY for Amnesty International was awarded the Grand Prix for Good.

Superhumans
Staying in the Olympics theme, the campaign We are the Superhumans, for Channel 4 by Blink Productions & 4Creative got the Grand Prix Film. The main purpose of the campaign was to change people’s perception and attitude towards disabled people since “67% of British people feel uncomfortable talking to a disabled person”. With a cast of more than 140 people, including both non-athletes and Paralympic stars 🏊, the campaign was a real success “76% of Brits felt the campaign opened their eyes to what disabled people are capable of.”

The power of installation
The Grand Prix Creative Effectiveness was awarded to the campaign Van Gogh’s bedroom for Airbnb created by the agency Leo Burnett Chicago. When I watched the campaign video it reminds me of IKEA and the Red Cross’ temporary showroom of a Syrian house. The 25m² installation aimed to raise awareness about how people live, survive, and how to help.

When pay phones are upcycled into banks
In 2014, GSMA’s real-time tracker put the number of mobile devices 📱at 7.22 billion (!!) in the world. On Earth 🌍 we are now 7.5 billion people. Mobile phone has definitely become a “basic” accessory. Have you ever wondered how we did in the past, back to the old days? If you were outside and needed to have a call, you had to use payphones 📞. Obviously, there is less usage of such devices nowadays. In Colombia 🇨🇴, Tigo-Une, a Telecom firm came up with the idea of turning 13,000 payphones into micro savings systems. An unexpected upcycling idea! People can activate an account at a Une store, then deposit their earnings, which are mostly coins, into the public phone and their own microsavings account. The campaign PAYPHONE BANK made by Grey Colombia got the Grand Prix Product Design.

I hope you enjoyed the reading 😉 and it helped you to wait until GoT’s new season, especially if like me, you gave up on waiting for the 6th book of A Song of Ice and Fire 😔.

MONTRER L’EXEMPLE AUX PLUS JEUNES

Une meilleure consommation, manger bio, les valeurs éthiques se répandent de plus en plus à travers des films (comme le dernière Disney, Vaiana) et des publicités pour enseigner aux jeunes comment mieux consommer. Les récentes campagnes Carrefour répondent aux questions des enfants sur la consommation en sensibilisant les gens aux problèmes de développement durable : «pourquoi on ne doit pas donner d’antibiotiques au poulet?», «Pourquoi on ne doit pas donner des OGM aux animaux?», «Pourquoi les produits locaux sont meilleurs? » .


La Qualité Alimentaire, ça change quoi ? Carrefour, meilleur chaque jour (pub TV 2017)

Les livres sont également un bon moyen de transmettre des messages et des valeurs. Be the Change Books est une série de livres pour enfants sur les questions environnementales, chacune avec une histoire drôle et des indications claires sur ce que nous pouvons tous faire, ou ici l’histoire de Petite Plume sur la solidarité. Autres moyens: les jouets ! Sonia Singh, une artiste de Tasmanie change les poupées Bratz abandonnées en les réparant et en leur donnant un «nouveau style terre-à-terre», à tel point que les enfants préfèrent jouer avec les poupées Tree Change Dolls plutôt que les originales. Wendy Tsao est allé plus loin en changeant les poupées en héroïnes comme Jane Goodall, Malala Yousafzai, J.K. Rowling, Roberta Bondar ou Waris Dirie.


Tree Change Dolls I The Feed