This PSA Lets You See Gender Bias Projected (Literally) Onto a Newborn

Spot for UN's HeforShe Program Explores Gender Stereotypes

Published On
Oct 03, 2017

Editor's Pick

The U.N.'s HeforShe gender equality program is challenging viewers to think about gender bias with a new spot that explores different expectations of men and women from the point of view of a newborn baby.

The ad, by JWT New York, starts with a baby of interderminate sex dressed in white, onto whom different colored hats and clothing are projected--a pink hat for the girl, blue for a boy, etc. A child's voice speaks words attributed to the male and female child in turn, to show how our expectations of gender affect children from day one. For example, "I'm supposed to play with dolls and look pretty," says the girl, while the boy says: "I'm supposed to play sports and act tough."

The film debuted at the #HeforShe Parity Report Launch and third anniversary of HeForShe. Brent Choi, chief creative officer at JWT New York says in a statement: "We wish to remind everyone that change starts from within, and that small actions can have a great impact. We hope the film will spark revelation to create change."


Oct 03, 2017
Brand :
Client :
Agency :
JWT-New York
Chief Creative Officer :
Brent Choi
Executive Creative Director :
Sarah Barclay
Executive Creative Director :
Bas Korsten
Creative Director :
Sean Ellman
Creative Director :
Itai Inselberg
Creative Director :
Niels Bredemeijer
Creative Director :
Rienk de Vries
Planner Director :
Marina Pen
Creative Planner :
Renee Zalles
Head of Production :
Anthony Nelson
Director, Music Production :
Paul Greco
Executive Producer :
Gillian Blain
Project Manager :
Elisabeth LeCorgne
Business Director :
Samantha Reeb-Wilson
Account Director :
Wendy Steinberg
Account Manager :
Adaire Carey
Senior Adviser :
Elizabeth Nyamayaro
Head of Operations :
Nicholas Quigley
Communications Lead :
Charlotte Hallqvist
Method Studios :
Stuart Robinson
Method Studios :
Doug Luka
Music House :
Big Foote

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