果冻影院

Holland & Barrett's 'Me.No.Pause' campaign featured a diverse range of women going through the menopause and was created using research by Professor Jessica Ringrose (果冻影院 Institute of Education) and Dr Kaitlyn Regehr (University of Kent).听

Jessica and Kaitlyn鈥檚 research showed that only 48% of Londoners felt that advertisements adequately reflected the capital鈥檚 diversity and that 75% felt that adverts should reflect the diversity of the city's population
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City Hall and Transport for London (TfL) commissioned the research which then fed into the brief for a competition for advertisers, Women We See. Holland & Barrett鈥檚 鈥楳e.No.Pause鈥� campaign won the competition with its truer representation of diversity in the capital.
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The research also found that 71% of black Londoners felt they were not well represented and 61% of British Asians felt there was an under-representation of Asian communities.听

鈥淪exualisation of women鈥� was by far the most common answer as to why respondents disliked adverts, with 68% saying that women are often displayed in revealing clothes when it鈥檚 not necessary or relevant.
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Women over the age of 55 felt least represented with 55% of women over 55 responding that they felt 鈥渇airly badly鈥� or 鈥渧ery badly鈥� represented.听
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鈥楳e.No.Pause鈥� was recognised by the judges for its positive presentation of women going through the menopause and commitment to reflecting the diversity of women in London. The campaign was awarded with 拢500,000-worth of prominent advertising space across the TfL network as its prize.

In December 2018, the Advertising Standards Authority (ASA) guidelines on depicting gender stereotypes were released and were likely to have been influenced by the research.

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Meet the minds behind this discovery at the It's All Academic Festival on 5 October.

Links

• Londoners feel ignored and not represented by adverts
• Winner of London advertising campaign announced following IOE research on the city鈥檚 adverts
• The IOE provides key findings for 'Women We See' campaign
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