The campaign was about raising awareness of the effects of stereotypes within toys to children. Whilst my essay and practical are not specifically concerned with gender stereotypes and children I have identified it as an issue and this also reinforces the fact that over time exposure to such stereotypes can have an affect on consumers.
The aim of the campaign is to get adults to stop buying stereotypical toys for their children and allow them to be free thinking and play with what they enjoy, rather than what their parents, family, etc. think they should be playing with due to their gender.
This is a great campaign as stereotypes such as pink being for girls and girls playing with 'homely'/'maternal' toys such as dolls are today outdated, but as they have become the norm society still sticks to theses norms.
Unfortunately the campaign only ran for a month and I wasn't aware of it at the time but the figures show that this did reach a lot of people.
The website now lists some of the comments they received and many of them are powerful statements that really make sense.
This is relevant to my practical as applying gender stereotypes through branding and marketing of any product to any age group can lead to the perpetuation of such stereotypes as over time the exposure can influence consumers and audiences. To get rid of such stereotypes we need to stop using them to sell and consider equality instead.
Some professionals also stated how this is not just about children on the website.
Out-dated stereotypes about girls and boys and men and women, perpetuate gender inequality, which can feed into very serious problems such as domestic violence and the gender pay gap.