Diversity. Inclusion. Advertising.

Religion, Culture, Sex, Gender, Sexual Orientation, Handicap, Age, Background. These concepts, often misunderstood by the general public, are still very much present in the design of media and advertising messages and often, we’re not even aware of it! Even if there’s been a certain degree of evolution in the Quebec advertising world, do you believe the ads you see truly represent our human diversity? Are your colleagues, students or clients able to identify the subtleties behind commercial content?

We feel there is still a long way to go!

It’s with this intention that we’ve developed a facilitation kit to equip intervention workers wishing to contribute towards promoting diversity in the media among their target audience.

If this topic has you concerned and you, too, would like to see more inclusive content that is less based on cultural and gender stereotypes, download the facilitation kit and start to organize your awareness-building activities right away! This material is meant to guide enriching group discussions in order to awaken critical thinking and encourage concrete action.

Who can benefit from the complete activity kit?

The workshops we’re offering are meant for anyone wishing to promote diversity in advertising and media among an adult and pre-adult audience. They are particularly adapted to groups of women, community and cultural organizations, student associations or educators in the field of communication marketing.
In the workshops, we invite participants to identify discriminatory content in its broadest sense (sexism, racism, xenophobia, underrepresentation or any other type of prejudice) and to question them, make fun of them, propose alternatives and report them!
As consumers, we can all play an important role in changing marketing practices that no longer have a place in our society.

What's in the kit?

What topics do the workshops cover?

STEREOTYPES: LEARN HOW TO IDENTIFY THEM!

STEREOTYPES: LEARN HOW TO IDENTIFY THEM!

This activity aims to develop the initial reflex of identifying the presence and the role of stereotypes, prejudices and discrimination in advertising. Participants will be introduced to the issues related to this practice and to the concept of minorities.

MINORITIES AND STEREOTYPES IN ADVERTISING

MINORITIES AND STEREOTYPES IN ADVERTISING

This workshop offers specific strategies to identify stereotyped representations targeting minorities (sexism, racism, homophobia, ableism, etc.). This promotes an understanding of its consequences on the target audience and on society overall.

CHOOSING MY PUBLIC SPACE

CHOOSING MY PUBLIC SPACE

This activity allows you to broach the topic of (hyper)sexualization in public spaces. Discussions will focus on criticizing sexism in ads and the media from an intersectional perspective.

ANALYZING AN ADVERTISEMENT

ANALYZING AN ADVERTISEMENT

Prepare to discuss marketing techniques targeting minorities with your participants. This workshop will allow them to gain an understanding of the concept of diversity and the different discriminatory issues around representation in the media.

FLIP THE SCRIPT!

FLIP THE SCRIPT!

This final activity will put into practice everything learned in the other workshops. Participants will be invited to react to stereotyped ads by using humour to transform them, thus reversing the roles depicted in the original.

How do I prepare for a workshop?

We’re happy you’ve decided to promote diversity in the media and advertising! Now it’s time to get ready to lead a workshop!

We suggest five key activities to do as a group, but before starting, it’s important to closely read the preparation document and to familiarize yourself with all the materials in the kit. Don’t hesitate to consult the glossary so you’re comfortable with the vocabulary used in the workshops, and be sure to complete the activities using the list of resources we’ve selected.

During the workshops, don't forget to:

Get the whole kit to organize your awareness-raising workshops!

OTHER READING MATERIALS
Sexist ads, that's enough! How do I report a sexist or sexual advertisement or message?

How do I report a sexist or sexual advertisement or message?

Are you outraged by openly sexist material in the media? Are you shocked by sexist or degrading advertising that violates the integrity of women or men? There is always a way to report it! It seems that consumers of all genders are more against overtly sexist messages; however, advertising continues to portray women and men in stereotypical roles. This is perhaps even more pernicious now, as it is more difficult to

Lire la suite ►
Sexist ads, that's enough! How do I report a sexist or sexual advertisement or message?

How do I report a sexist or sexual advertisement or message?

Are you outraged by openly sexist material in the media? Are you shocked by sexist or degrading advertising that violates the integrity of women or men? There is always a way to report it! It seems that consumers of all genders are more against overtly sexist messages; however, advertising continues to portray women and men in stereotypical roles. This is perhaps even more pernicious now, as it is more difficult to

Lire la suite ►
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