freuds helped launch The Women We See – part of the Mayor of London’s #BehindEveryGreatCity gender equality campaign.
Advertisers are being asked to create campaigns that better represent London’s diverse population and feature women from all backgrounds, with freuds helping City Hall to announce the competition. The move comes after research by University College London found that Londoners, particularly women, are made to feel “invisible” and “irrelevant” by adverts in the capital.
A report presented to an audience of journalists, advertisers and equality campaigners on Monday July 16 at the London Transport Museum highlighted the extent of the problem.
Called The Women We See, the report showed that 75% of Londoners feel that adverts should reflect the diversity of the city’s population, yet just 27% feel that London’s adverts are relevant to them. The group feeling the least represented were women over the age of 55. Fewer than one in four respondents could recall seeing an advert featuring someone with wrinkles.
When researchers spoke to women and girls using the transport network and travelling around the city, they regularly reflected on the fact that adverts in public places often featured beauty products, clothes, gyms and health products alongside messaging that made women and girls feel pressured about their own body image.
The competition is the latest move from City Hall to encourage more positive advertising campaigns. Sponsored by TfL MEDIA PARTNERS, Exterion Media and JCDecaux, it offers the winning campaign the opportunity to win £500,000-worth of prominent advertising space across the TfL network – one of the biggest advertising estates in the world, seen by people on the 31 million journeys taken on TfL’s network every day.
Heidi Alexander, Deputy Mayor for Transport, said: “London is one of the most diverse cities in the world and our diversity is one of our greatest strengths, so it’s important we challenge the disparity between the women we see in our advertising and the women we see around us in our city.”
Find out more details on the competition here https://tfl.gov.uk/campaign/women-we-see-competition?cid=women-we-sewomen