Could advertising be an effective tool in creating a diverse and inclusive society? The YWCA Montreal believes it can be. In collaboration with Grenier aux nouvelles and thanks to the support of the Secrétariat à la condition féminine du Québec, the YWCA launched a campaign to raise awareness of sexism and stereotypes in advertising.
This awareness-raising campaign stemmed from a desire to listen to the opinions and experiences of youth as to their image of an ideal world, free of cultural and gender-based stereotypes. With this in mind, our youth services facilitators led workshops for a week to exchange ideas with a group of youth in high school and CEGEP to gain a deeper understanding of these issues.
In addition, YWCA Montreal wanted to hear what advertising and marketing professionals had to say on this subject. The organization invited journalist Geneviève Morin to participate in the discussions and also conducted interviews with Chris Bergeron and Sann Sava, two influential and well-known women in the Quebec advertising world.
The awareness-raising campaign was launched between May 24 and 28, 2021, on Grenier aux nouvelles and YWCA’s digital platforms. While it only ran for a week, this campaign called for action that extends throughout the year.