This PSA Lets You See Gender Bias Projected (Literally) Onto a Newborn
Spot for UN's HeforShe Program Explores Gender Stereotypes
Oct 03, 2017
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."