The Unstereotype Alliance

A thought and action platform that seeks to eradicate harmful stereotypes from all media and advertising content

We have a vision of an unstereotyped world

Your future is shaped by the stereotypes you see

From who takes on caring roles and domestic responsibilities. To career prospects and promotion opportunities. Even women’s safety, objectification, violence, harassment and plenty more.

The impacts of stereotypes find their way into every facet of our lives.

Just 8% of TV adverts show women in non-traditional roles

Studies by Channel 4/YouGov and Kantar for the Unstereotype Metric (a bespoke measurement methodology) found a severe lack of diverse representation in UK advertising content.

Only 8% of women characters were shown non-traditional roles (vs. 9% of men)

Source: “Unstereotype Metric: 2021 Key Findings”, Unstereotype Alliance, January 7 2022

3% of TV ads feature people from the LGBT+ community 

4% of TV ads feature disabled people 

Source: Tapestry/c4 Coding, Top 1000 adverts shown on TV in March & September 2021

Each gender stereotype deepens when it intersects with other stereotypes that are placed on certain groups of women. Such as women from minority or indigenous groups, women with disabilities, members of the LGBT+ community, women with lower economic status and so on.

Data from the Unstereotype Alliance research with UM London shows that 26% of multi-cultural women in the UK state they are represented negatively in advertising

These are the stereotypes shaping our futures. 

They can impact how you’re treated, the opportunities you face and even your personal safety.

The opportunity:

Stereotypes are one of the biggest barriers to gender equality worldwide.

Each day, we see up to 10,000 adverts (often without even realising).

It’s imperative that those messages don’t contain stereotypes that could be harmful to our progress towards gender equality.

What if those 10,000 adverts were used as a force for good?


The Unstereotype Alliance was launched in 2017, with 24 big brands joining the movement to eliminate stereotypes from all forms of advertising. These included agency partners, Google and Meta (then known as Facebook).

This has since grown to 237 Unstereotype Alliance members spread across 12 National Chapters in:

  • Australia
  • Brazil
  • India
  • Japan
  • Kenya
  • Mexico
  • Nigeria
  • South Africa
  • Turkey
  • UAE
  • UK


“Stereotypes reflect deep-rooted ideas of femininity and masculinity. Negative, diminished conceptions of women and girls are one of the greatest barriers for gender equality and we need to tackle and change those images wherever they appear. 

Advertising is a particularly powerful driver to change perceptions and impact social norms. UN Women is excited to partner with the foremost industry shapers in this Alliance to challenge and advance the ways women are represented in this field.” 

Phumzile Mlambo-Ngcuka, Former Executive Director of UN Women

Stereotypes vary from culture to culture: introducing the UK chapter

The UK is the fourth largest advertising market in the world. So when local chapters were introduced, it made sense to have one here.

With countless companies headquartered in the UK, numerous creative agencies and many global campaigns starting life here, there’s huge potential to shape the world of advertising into a force for good.

This is how we’re transforming the advertising industry, to depict progressive portrayals of all genders. Whilst ensuring that diversity is a priority throughout the entire creative process.

This is what happens when the whole value chain comes together

The Unstereotype Alliance brings brands together, side by side, with agency partners, platforms and publishers.

All together under one umbrella.

All together to co-create solutions.

All together with one shared goal: to advance the intersectional portrayals of marginalised people. 

It’s a proud, member-led initiative.



You’ll commit to creating unstereotyped content by:

  • Depicting people as empowered actors
  • Refraining from objectifying people
  • Portraying progressive and multi-dimensional personalities

Whilst also developing an unstereotyped industry culture, through:

  • Driving gender balance in senior leadership and creative roles
  • Directly addressing unconscious bias, diversity and inclusion through training as a standard across the industry
  • Challenging each other as advertisers and advertising agencies to deliver the best unstereotyped marketing content
  • Pledging to hold yourself accountable by setting clear goals and measuring change annually

Tools and resources shaped by our members. Co-created to bring an unstereotyped world to life

Access a suite of tools and assets Pre-test your content for stereotypes Connect with your peers to share stories, experiences and lessons
Including a three-part playbook, designed to help you spot stereotypes in advertising Check your content before it goes live with the measurement tool. Whilst receiving regular training throughout the year This is a community, formed around your common interest: breaking stereotypes

Your invitation for action: when you leave a conversation thinking “I wish I’d said something”

Introducing the #SayNothingChangeNothing campaign. Where you shatter stereotypes, change conversations and get the tools you need to become an upstander.

Stereotypes are all around us. 73% of people regularly witness or experience them in their daily lives. But you can help change that.

When you speak out, you can shatter stereotypes. But if you say nothing, you change nothing.

If you don’t know what to say. If you’re fed up with stereotypes passing you by. If you’re ready to become an upstander. This is for you.

Join the campaign and download your free Unstereotype 101 Guide:

The latest research: Conversations for Change

This latest series from the UK chapter of the Unstereotype Alliance offers audiences an informal, inspiring, and personal set of learnings into progressive and unstereotypical storytelling.

The video series features brand leaders, inclusion activists and marketing experts addressing a number of key diversity, equity and inclusion topics. Including how to dismantle stereotypes in advertising, the importance of cultural nuance, and dealing with backlash.