Inspiring The Future Film Redraw The Balance by MullenLowe London

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Redraw The Balance

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Industry Education, Human Rights
Media Film
Market United Kingdom
Agency MullenLowe London
Released April 2017

Awards

One Show 2017
Film Under 100k Budget Merit

Credits & Description

Campaign: #redrawthebalance
Brand: Inspiring The Future
Entrant: Mullen Lowe
Agency: Mullen Lowe
Synopsis:
Inspiring the Future wanted to spread awareness about gender bias and the importance of exposing children to more female role models. In the guise of an art class, we asked school children to draw a firefighter, surgeon, and pilot. Out of 66 drawings, 61 were drawn as men and 5 were women. What the children didn’t know was that the female “teachers” were examples of professionals they were asked to draw. The experiment confirmed an amazing fact: GENDER STEREOTYPES ARE DEFINED BETWEEN 5 AND 7 YEARS OF AGE. It also confirmed that interaction with role models could change children’s perceptions.