Unstereotype Alliance
Unstereotype Alliance Australia, convened by UN Women, launched the Inclusive Media Playbook to help marketers achieve a 360-degree approach to inclusivity.
Following an industry-first study led by Unstereotype Alliance and Saïd Business School, University of Oxford, proving unequivocally that Inclusion = Income, the new playbook aims to empower Unstereotype Alliance Australia members to ensure their media buys reach diverse audiences, support diverse creators and publishers, and avoid unintentionally excluding people.
The guidance can be embedded throughout the communication development process, from brief to planning, informing content creation, media buying and supplier diversity programs.
It also works in tandem with other Unstereotype Alliance proprietary tools such as the 3Ps Toolkit - guidance which informs progressive content creation.
Unilever ANZ head of homecar Lorna Ash said for brands to connect authentically with diverse audiences, inclusive content must be supported by inclusive media investments.
"When message and medium align, we create meaningful impact that resonates across all communities," Ash said.
"We hope this market-specific guide helps drive awareness and actions to enable more inclusive and less stereotyped campaigns.”
IKEA ANZ head of marketing Kirsten Hasler said brands have a responsibility to not only reach diverse audiences but also to uplift and grow the platforms that represent them.
"Investing in underrepresented media partners isn’t just good practice, it’s a strategic imperative that strengthens both brand equity and the media ecosystem as a whole," Hasler said.
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