Driving Impact through Inclusive Advertising: An Examination of Award-Winning Gender-Inclusive Advertising

Figures & data

Figure 1. Conceptual framework of the impacts of inclusive advertising.

Table 1. Construct definitions of inclusive advertising impacts.

Mechanism for Impact	Definition	Outcomes
Perceptual impact	Changes resulting from presentation of, exposure to, and attention given to an issue	“Traditional” measures of campaign effectiveness, including media coverage (e.g., earned), audience metrics (e.g., reach, impressions), and social engagement (e.g., likes, shares)
Conceptual impact	Changes in the ways individuals think about an issue	Creating enhanced understanding, bringing about greater visibility and/or representation of marginalized voices, and/or changing sentiments
Instrumental impact	Influencing consumer and/or organizational action toward an issue	Changes to consumer, managerial, or organizational policy and practices
Political impact	Activism and/or aiding in legislative action related to an issue	Influence of petitions and protests; changes to laws

Figure 2. Inclusive Advertising Spectrum.

Figure A1. (a) Child Marriage Prevention Loan Campaign, IPDC Finance Ltd. & Amal Foundation, Grey Bangladesh, Dhaka. Pictured here: A young mother, a child bride, now with her own child. (b) Beyond the Binary Campaign, Spark, Colenso BBDO, Auckland, New Zealand. Pictured here: A depiction of the option to choose beyond binary (man/woman) categories online. (c) As Early As Five, Dove/Unilever, Ogilvy, London/SWIFT, Portland, United Kingdom. Pictured here: A young girl featured in the campaign who narrates the ad describing her struggle to combat race-based hair discrimination through the years. (d) DojaCode, Girls Who Code, MoJo Supermarket, New York, United States. Pictured here: Collaboration with musician Doja Cat to get girls interested in coding through a campaign that features the first-ever codable music video. (e) Signal for Help, Canadian Women’s Foundation, Juniper Park/TBWA, Toronto, Ontario, Canada. Pictured here: A woman uses the discreet hand gesture—the Signal for Help—to alert others during a video call that she is in threat of experiencing gender-based violence. (f) See Equal #SharetheLoad for Ariel, P&G India, BBDO India, Mumbai, India. Pictured here: An Indian woman is featured in the ad questioning the issues of equality surrounding household duties and gender roles. (g) Morning After Island, Grupo Estratégico PAE, Ogilvy Honduras, Tegucigalpa, Honduras. Pictured here: A Honduran woman stands on a wooden platform “island” in international waters where emergency contraception pills can be used legally.