As the Women’s Decade 2010-2020 of the African Union draws to a close, women the world over are standing firm in their push for gender equality – and they want men to walk and work with them, to change perceptions of how women are viewed, and implement changes right where they are. This is at the very core of the United Nations HeForShe campaign www.heforshe.org – a place where men can feel powerfully emboldened to be part of the movement and the solution.  

The strides governments are making are laudable, says Anne Githuku-Shongwe, Representative at the United Nations Women South Africa Multi-Country Office. However, the real work of gender equality has to continually happen in our communities, in our thinking, in our advertising and our perceptions of women. “That’s what the United Nations HeForShe campaign is all about,” she says. “Taking personal responsibility and change that will cascade into thought and community change.”  “With the advertising industry, we’ve created the Unstereotype Alliance, and we’re really challenging private companies who spend billions on advertising to make sure that every single advert that goes out does not stereotype or reinforce images of women as weak or as sexual objects, but actually promotes the image of the future that we really want, which is one where gender equality thrives,” explains Githuku-Shongwe. 

The Unstereotype Alliance is a thought and action platform which uses advertising as a force for good to drive positive change. It seeks to eradicate harmful gender-based stereotypes in all media and advertising content. Convened by UN Women, the Unstereotype Alliance contributes to empowering women in all their diversity (including race, class, age, ability, ethnicity, religion, sexuality, language and education) and addressing harmful masculinities to help create a gender equal world. 

The Loeries, the globally recognised awards for the advertising and communications industry across Africa and the Middle East, are Ally Members the Unstereotype Alliance. One aim is to engage with communications students through a dedicated Unstereotype Alliance and HeForShe Facebook Challenge http://bit.ly/2QLhbFL. “We really want students to engage themselves on the issue of stereotyping. If we can begin to impact on students who themselves are moving into this creative industry that shapes how we believe men and women should be in society, if we can start changing that, and every billboard that comes up, every ad that is on the table, imagine what that would do? A strong woman with a strong man, positive families. These are the images we want portrayed. And just one powerful ad can make such a difference.” “This is the kind of conversation that we want to have at Loeries Creative Week in August this year, with men who are not ashamed to promote feminism, and who can stand and be counted as a feminist.

We’ve got to impact everywhere there are influencers. Creatives are influencers, so if we can influence the influencers to influence the world, then we’re really influencing.” Anne Githuku-Shongwe explains that “in much of Africa and the Middle East, gender-based violence is normalised. It actually should be considered a state of emergency, the way you would deal with a cyclone or other disaster, because really there is a serious issue here. Rape in particular, and sexual violence, is prevalent in many countries, and it’s an area that really has to be dealt with because women will make progress in their education and in their economic advancements, but then they get into a situation of rape or some form of violence from a loved one, and all of that reverses,” she laments.  

Gender equality has to go far beyond just the number of women who sit in high positions, it has to translate to having actual impact on women’s lives. Economically, governments spend billions on procurements every year. “Barely one percent of that goes to towards women-owned businesses. Barely! And that’s a global average,” says Githuku-Shongwe.  “Just imagine if 50 percent of government procurement went to women-owned businesses? That would transform the world, because we know that women-owned businesses employ more people and impact on more people just because automatically they are households.

So the economic upliftment of women is not something to do just because it’s cute, it actually makes transformational economic sense. It’s good business actually. And it starts with changing the way women are viewed and treated.” Anne Githuku-Shongwe will be speaking at the Unstereotype Alliance Masterclass as part of Loeries Creative Week, 22-25 August. More info can be found at Loeries.com. 

Major Partners:      DStv Media Sales, Gearhouse               

Category Partners:     AB InBev, Barron, Brand South Africa, Facebook, Gagasi FM, Google, JCDecaux, Nando’s, Tsogo Sun, Vodacom, Woolworths               

Additional Partners and Official Suppliers:   AAA School of Advertising, Antalis South Africa, Aon South Africa, Backsberg, BEE Online, First   Source, Fresh RSVP Guest Logistics, Funk Productions, Gallo Images, Grid Worldwide, Hetzner,   Mama Creative, Newsclip, Paygate, Rocketseed, Shared Value Initiative, Shift Social Development,  Vega School, VQI Communications Nigeria               

Endorsed by:      Association of Communication and Design, Brand Council South Africa, Commercial Producers    Association, Creative Circle, EXCA, IAB, South African Institute of Architects, IID               

Official Media Partners       Bizcommunity.com, Book of Swag, Brand Communicator Nigeria, Business Insider by Pulse, Campaign Middle East, Film & Event Media, Modern Marketing,The Redzone.               Twitter: @loeries        Instagram: Loerieawards        Facebook: The Loeries         

Distributed on behalf of the  Loeries  by:      Riana Greenblo Communications Date: June 27 2019         For more information, interview requests or high-res images, please contact:        Riana Greenblo on 011 3256006; 0825675159 or This email address is being protected from spambots. You need JavaScript enabled to view it. McGloughlin on 0113256006 or This email address is being protected from spambots. You need JavaScript enabled to view it. (mornings only)   

The largest international businesswomen’s organisation - BPW International – has launched South Africa’s first register of board ready women.  

Keynote speaker, Mr Mohale Ralebitso, CEO of the Black Business Council, discussed the long slow haul for gender diversity on boards and the actions that the BBC are taking to ensure a swift progression to change. In addition, Mohale outlined the BBC’s stance on the recent JSE policy requiring listed companies to disclose the female representation on their boards and drive transformation at an executive management level.  

We need to capitalise on every talent available to ensure a South Africa and subsequently an African economy that thrives, and not simply those of a connected few.  

South Africa’s future women directors have organised under the “Get on Board” banner to passionately drive the transformation of boards. These talented women are operating at a high level in companies across industry sectors right now. The first 42 women on our Register all fulfil stringent criteria for corporate governance and legislation and are well trained through the BPW “Women on Boards” Director Development programme.    

It’s time we provide opportunities to more women than just the “high flyers” who currently occupy more board seats than is practical, taking away opportunities from up and coming new talent.  Placing unqualified non-executive female directors simply to tick a box or succumb to boardroom bullying, is neither acceptable nor ethical. Furthermore, the excuse that there are insufficient qualified women to occupy positions in the boardroom is simply a defence for not transforming. The high calibre of women on the Register highlights that there are more than enough eminently qualified women to help lead South Africa’s corporations through the 21st century.  

We are urging companies to heed the “Get on Board” call now, and to profit from this pool of talent and we recommend that all businesswomen join our Women on Boards programme to equip themselves with all the responsibilities and risks associated with taking on board positions to ensure they are able to participate knowledgeably and with confidence.    

Issued by: BPW South Africa

Enquiries:
Ms Toni Gomes President – BPW South Africa

Tel: 011 794-4991 | Fax: 086 551 5859 | Cell: 083 212 9134
Email:  This email address is being protected from spambots. You need JavaScript enabled to view it.
Website: www.bpw-jhbsa.co.za