SWM commits to breaking down harmful stereotypes via UN Women’s Unstereotype Alliance

Seven West Media (SWM) is the latest Australian company to join the United Nations (UN) Women’s Unstereotype Alliance.

Australia became the tenth national chapter of the global coalition, which aims to tackle harmful stereotypes in advertising and media content, in November 2021 following in the steps of Brazil, Japan, India, Kenya, Mexico, South Africa, Turkey, UAE, and the UK.

The Unstereotype Alliance is an industry-led initiative convened by UN Women that unites media, advertisers and advertising agencies to affect positive cultural change by using the power of advertising to help shape perceptions of women.

Members of the alliance collaborate to help create a world without stereotypes, taking an intersectional approach to empower people in all their diversity, be it gender, race, class, age, ability, ethnicity, religion, sexuality, language or education.

Seven West Media chief people and culture officer, Katie McGrath, said: “Seven takes its role as a positive and progressive force in society seriously. We recognise our important responsibility to work with brand partners to lead positive social change.

“It’s clear that harmful stereotypes contribute to inequality in society and limit people’s potential. As an industry, we must continue to work with our peers to encourage diverse, inclusive and non-stereotypical representations of all people on-screen.”

SWM joins founding members and allies of the Australian chapter of the Unstereotype Alliance, including Accenture, Bayer Australia, Coles, Diageo Australia, Facebook Australia, Google Australia, IKEA, IPG, Ipsos Australia, Mars Australia, Mastercard Australia, Omnicom, Optus, Publicis Groupe, Salesforce, Snap Inc., Suncorp, Unilever ANZ, WPP AUNZ, Westpac and the Australian Association of National Advertisers.


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