NEWS

The new Pubblicità Progresso campaign, “Focus on Yourself,” created by Young&Rubicam Group, has officially launched, entirely focused on the theme of gender mainstreaming, to enhance the role of women in society. It is a provocative campaign, designed to encourage action against prejudice and to be an active part of cultural change.

The website puntosudite.it is now online, offering suggestions and advice on gender equality, as well as providing a way to report sexist content and campaigns and request their removal. The campaign is already present on print, web, cinema, and Mediaset TV. This will be followed by Rai, Sky, other TV networks, radio, and billboards.

“Changing stereotypes and combating prejudices on the gender equality front is not an easy task, which is why we have created a two-year campaign that uses all means, including the great opportunities offered by social media. We start with classic communication (TV commercials, radio, print, billboards) with a creative mechanism that will underline the fact that denying the discrimination of women is already part of the problem,” declares Alberto Contri, president of Pubblicità Progresso. “Everything refers to a portal that will be increasingly enriched over time, also thanks to the reports of citizens, to contain, divided by topics, projects and activities aimed at making a concrete contribution to improving the condition of women: through the same, references are given to useful services for managing family and work problems related to the female universe, initiatives are promoted to help working mothers, there are indications on anti-violence centers and on many awareness-raising initiatives (theatrical performances, books, blogs, thematic portals, conferences, etc.): a useful repertoire of all the activities that can help to rebalance equality with concrete support. Furthermore, through the portal it is possible to directly ask the Institute of Advertising Self-Discipline to remove campaigns that are detrimental to the image of women.

“The project – specifies Alberto Contri – was particularly stimulated by the three women who sit on the Board of Directors (Giovanna Maggioni, Upa – Rossella Sobrero, Assocom – Donatella Consolandi -Unicom) Technically, we can define it as a campaign of “gender mainstreaming”, that is, in the interest of the whole society, including women and men. We have given ourselves two years because changing prejudices takes time, but it can be accelerated if the mass media intervene by taking up the theme where possible and not simply hosting the campaign in advertising spaces.”