Advertising shapes and reinforces gendered ideas about what it means to be a woman or man and how women and men are valued in our society.
Advertising frequently exploits and reinforces harmful gender norms and sexualised depictions of women. These depictions have negative impacts on women’s health and wellbeing, contribute to attitudes that drive violence against women and perpetuate gender inequality in our society.
But advertising can also positively transform gender norms and to support and normalise gender equality. For many years, community groups, academics and industry activists – including Women’s Health Victoria – have been raising awareness about stereotyping and sexualisation in advertising and advocating for change.
In an Australian first, Women’s Health Victoria has been funded by the Victorian Government to engage the advertising industry, brands, regulators and community members to deliver a project to address sexism in advertising.
Since 2018, we have built the evidence base and the business case for change and engaged with key stakeholders from the ad industry and beyond.
In 2020, we are launching shEqual, a movement for advertising equality.
To deliver shEqual, we are collaborating with strategic partners - Respect Victoria, Our Watch, City of Melbourne, RMIT University, Venus Comms, and The Shannon Company. Industry partners include - Clemenger Group, OMD Australia and Marmalade.
shEqual
shEqual is an Australian movement to use the power of advertising for good.
Seeing is Believing
Our national framework for championing gender equality in advertising sets out a blueprint for long-term change.
Impacts on Women's Health
Our research shows sexualised and stereotyped ads harm women’s health and reinforce the attitudes that cause violence against women.
Community Responses
Community members think sexist ads are harmful and want greater regulation, according to WHV’s research with RMIT.
Promising Practice
How can we address sexist advertising? This report shows industry, government and consumers all have a role.
Mural, media, and events
Our work to improve images of women in public space and to stop sexist advertising.
Donate to create change for women
By donating to Women's Health Victoria, you can make a real difference to the health outcomes and fair treatment of women and gender diverse people.
With your help, we can drive social change, address women's health needs and promote fair and equitable healthcare for all.
No contribution is too small, and donations over $2 are tax deductible.
Privacy Policy | Disclaimer | Accessibility | Copyright | Contact Us | Terms and Conditions
WHV acknowledges the support of the Victorian Government.
Acknowledgement of Country
Women’s Health Victoria acknowledges and pays our respects to the Traditional Owners of the land that our offices are situated on, the Wurundjeri people of the Kulin Nation. As a statewide organisation, we also acknowledge the Traditional Owners of the lands and waters across Victoria. We pay our respects to them, their cultures and their Elders past and present.
Our Commitment to Gender Diversity & Inclusion
Women’s Health Victoria’s focus is women (cis and trans inclusive) and gender diverse people. We address feminist health issues and are committed to supporting all people impacted by gender inequity who can benefit from our work. As a proud intersectional feminist organisation, Women’s Health Victoria is working towards meaningful inclusivity, guided by and supporting people who identify as women, trans, intersex and gender diverse.
