The Genesis Of “swim In the Pack”

What started as a simple social media post by Publicist Rocío Subsino, now coordinator of the “Women In Advertising” collective, unexpectedly evolved into a powerful book. The book fearlessly tackles the violence and inequities faced by women in advertising.

The Non-Governmental Organization (NGO) “Women in Advertising” (MEP), founded five years ago, unites women publicists from Argentina, Latin America, and Spain. Its core mission is to foster an inclusive space where diverse voices can champion gender equality, diversity, and human rights within advertising, dialogue, marketing, and related sectors.

MEP aims to eradicate harmful stereotypes from advertising content and cultivate equitable, inspiring work environments. According to Florencia luque, a member of the collective and a contributing author, violence manifests in various forms, including exclusion from projects, denial of recognition, and assignment to less significant tasks.

Unmasking Naturalized Violence

Through monthly gatherings, women in advertising share their experiences and collaborate on various initiatives. Initially, there were fears of retaliation. But the collective was resolute in its goal to portray a systemic problem rather than single out individuals.

“Before writing my story, I believed that I had not gone through any situation, but I realized that the fact that they put you nicknames, that they leave you outside, that they grab you in an elevator, or that they make you jokes that undermine your self -esteem, it is indeed violence,” Flor details.

The collective realized how deeply ingrained certain behaviors and attitudes had become. Jokes that crossed the line, situations bordering on harassment, and other forms of normalized violence were common.

The infamous “glass ceiling” remains a significant barrier. Data reveals that women hold fewer than 20% of leadership positions in advertising. This disparity arises from various factors, including exhaustion, fear, lack of opportunities, and disproportionate caregiving responsibilities.

While women often outnumber men in advertising academic programs, their portrayal in leadership roles remains minimal. Women tend to be concentrated in account management, where they often face pressure to conform to specific appearance standards to please clients. “Many of us told us how we had to be dressed to please the customers and when a client from outside you had to accompany him with a walk,” they explain.

The Stark Reality: Figures speak Volumes

A study by Circle of Creative Argentina, MEP, and consulting firm Media Mundo highlights the stark gender imbalance in creative departments. Only 17.3% of agencies achieve gender parity, where women constitute over 50% of the department. The study further reveals that a mere 2.7% of women in advertising attain top leadership positions.

Mariela La Rocca notes that those women who do reach the top often do so by founding their own agencies. She says that customers want males on the other side, saying that retaking customers is a titanic task because everything is fenced.

Reaching their male counterparts poses another challenge for women in advertising.They describe the industry as “totally dominated by men,” where jurors and agency directors are predominantly male. MEP actively encourages men to engage in the conversation, aiming to shift the focus from being solely a women’s issue.

One MEP campaign showcased magazine covers exclusively featuring men. When confronted about it, MEP’s response was direct: those featured could choose not to participate.

MEP hopes the book will raise awareness and dispel the notion that these concerns are exaggerated or irrational. The goal is to foster understanding and drive meaningful change.

Impact of Political Shifts

Since the election of Javier Milei, some companies have reportedly scaled back their gender equality campaigns. This trend reflects a broader global regression in both rhetoric and financial support for diversity and inclusion initiatives, causing concern that progress may stall.

Despite these challenges, MEP remains committed to its mission and actively participates in the UN Women’s “Alliance Without Stereotypes” initiative, which aims to dismantle harmful stereotypes in advertising.

What began in Argentina has expanded globally, with similar initiatives taking root in cities like Barcelona, demonstrating the growing momentum for change.

“Swim in the herd, It is the radiography of a problem.It goes beyond the figures and cold data. It is the living photo of violence, symbolic and macho, in workplaces.The hostile subtext that damages self -esteem and even manages to twist in the most absolute silence. It is not catharsis. No.It is to give it sound. It is to give it a concrete form: that of one story behind the other so that, stacked they have weight. So that those who still cannot see it, have no more option.”

Key Statistics: Gender Disparity In Advertising Roles

The Enduring Fight For Equality In advertising Roles

The struggle for gender equality in advertising is far from over. The statistics and experiences highlighted by “Swim In The Pack” underscore the urgent need for systemic change. While initiatives like MEP and UN Women’s “Alliance Without Stereotypes” are making strides.

Companies must prioritize creating inclusive work environments where women are valued,respected,and given equal opportunities to advance. This requires addressing unconscious biases, challenging harmful stereotypes, and implementing policies that support

How can we effectively measure the impact of inclusive advertising campaigns on brand perception and customer engagement?

Advertising Without Stereotypes: Building Inclusive & Engaging Campaigns

Advertising is a powerful tool that shapes perceptions and influences behavior. Though, traditional advertising frequently enough falls into the trap of using stereotypes, which can be damaging and alienating. This article explores how to create advertising without stereotypes, focusing on building inclusive and engaging campaigns that resonate wiht diverse audiences and contribute to positive brand perception.

The Problem with Stereotypical Advertising: Why Ditch the Cliches?

Stereotypes are oversimplified generalizations about groups of people. In advertising, these often manifest as:

• Gender stereotypes (e.g., women as homemakers, men as the sole breadwinners).
• Racial stereotypes (e.g., depicting specific racial groups in limited roles).
• Age stereotypes (e.g., older adults always being portrayed as needing assistance)
• Cultural stereotypes (e.g., using clichéd representations of different cultures).
• Appearance stereotypes (e.g., presenting unrealistic beauty standards, body shaming).

These common advertising stereotypes not only reinforce existing biases but can also lead to negative consequences. they can lead to audience alienation,damage brand reputation,and ultimately,hurt the bottom line. Failing to address and mitigate these problems in your marketing and advertisements can easily turn off potential customers.

Consequences of Stereotypical Marketing

Hear’s why it’s crucial to steer clear of stereotypes in advertising:

• Offends Target Audiences: Stereotypes are offensive and out of sync with contemporary values.
• Decreases Brand Loyalty: Consumers are becoming increasingly aware of social issues and are more likely to support brands that align with their values.
• Limits Market Reach: By alienating certain groups,your limiting the potential reach of your advertising campaigns.
• Damages Brand Reputation: Negative press or social media backlash can quickly damage a brand’s reputation.
• Misses Opportunities: A more inclusive approach allows you to connect with a broader audience and build a more robust customer base.

Developing Inclusive Advertising Strategies: A Step-by-Step Guide

Creating inclusive advertising strategies is an ongoing process that requires careful planning and implementation.Here’s a practical guide:

1. Understand Your Audience: Get to Know Your Target Demographics

Audience research is the cornerstone of any effective advertising campaign. Go beyond basic demographics.

• Conduct in-depth market research: understand their values, aspirations, and challenges.
• Use data analytics: Leverage data to get insights on how you can create more appealing advertisements.
• Create diverse personas: Personas help provide a diverse idea of your target demographic.

Don’t assume you know your audience. Do the research.

2. Diverse Representation: Showcase Authentic Diversity

Diversity in advertising isn’t simply about showing various races and genders; it’s about authentic representation that feels genuine to the target audience and represents actual representation of people in a realistic and positive light.

• Include diverse talent: It provides different insights that you might have missed.
• Avoid tokenism: Don’t just include a diverse group; give them meaningful roles.
• Consult with diversity experts: Get outside perspective to catch potential problem areas.

3.Challenge Stereotypes: Debunk Myths and Promote Positive Representation

Actively work against harmful stereotypes by:

• Subverting expectations: Show women as leaders, men as caregivers, etc.
• Highlighting individuality: Avoid portraying entire groups of people as monolithic.
• Focusing on shared humanity: Create messaging that emphasizes common values and experiences.
• Show people from all walks of life: Ensure your advertising is inclusive of all cultures, ethnicities, genders, etc.

4. Inclusive Language and Tone: Reflecting the Audience

The words you use matter. Make sure your language is inclusive and avoids stereotypes:

• Use people-first language: Instead of “disabled people,” say “people with disabilities.”
• Avoid jargon or slang: Ensure your messaging is accessible to a wide audience.
• Reflect the cultural context: Tailor your message to reflect the values and experiences of your audience.
• Proofread: Make sure that your final product is free of language that offends your audience.

5. Analyse Results: Continuously Improve

Measure campaign performance.Use the metrics you have and analyze them continually.

• track key metrics: use click-through rates, conversions, and brand sentiment.
• Gather audience feedback: Use surveys and social media to get real-time insights.
• Make data based improvements: Use what you’ve learned to modify future advertising campaigns.

Real-World Examples: Successful Advertising Campaigns Without Stereotypes

Several brands have successfully embraced inclusive advertising and are building a good reputation for their efforts:

These examples demonstrate that advertising without stereotypes doesn’t just make sense ethically; it also leads to improved brand perception, higher user engagement, and great ROI.