The #EqualityChallenge aims to change adverts in Africa

The #EqualityChallenge advertisers’ guidelines are meant as a framework to help advertisers, marketers, businesses and SOGIE (sexual orientation and gender identity and expression) activists work together to make equality, dignity, freedom and security a reality for the millions of LGBT people living in South Africa and the rest of Africa. Together, we can create new understandings of society that include everyone, that will help South Africa’s constitution, the African Charter on Human and Peoples’ Rights and the Universal Declaration of Human Rights be more than hopeful words, and that can spread the values of inclusion and human rights for all, enshrined in these legal instruments, to societies throughout Africa.

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Advertisers, marketers and businesses can improve outcomes for individuals, businesses and society by being equality allies, and by considering the effect their messaging has on the LGBT community. Countering stigma and regularly showing LGBT people in non-discriminatory ways in ads will reduce violence and improve the safety, health and social inclusion of the LGBT community.

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Ad agencies should create, innovate, and take risks. They should be on the right side of justice and create work that matters and that helps, rather than hurts. Knowing that advertisements shape how society views itself, and how people treat others, advertisers and the businesses they represent should create messaging, campaigns and social experiments that break down stigma and promote equality.

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They can and must also call on the public to be proponents of LGBTIQGNC (Lesbian, Gay, Bisexual, Trans, Intersex, Queer, and Gender Non-Conforming) equality – from changing the way people think about LGBT people, to inspiring them to be allies, to convincing them to not be bystanders to, or worse, perpetrators of, discrimination. The world needs creativity, guts and conviction in abundance from those who shape how we see the world.

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The #EqualityChallenge speaks to five guidelines:

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Read the full #EqualityChallenge Guidelines here: AIDS ACCOUNTABILITY INTERNATIONAL EqualityChallenge Guidelines Final Jan 2018  

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The legal context to the #EqualityChallenge guidelines is outlined here AAI AAC EqualityChallenge Legal Context FINAL JAN 2018  

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GET IN TOUCH

For more info contact: Czerina Patel, AIDS Accountability International (AAI) 107 Greenmarket Place, 54 Shortmarket Street, Cape Town 8000, South Africa Email: czerina@aidsaccountability.org Website:www.aidsaccountability.org