The Eczacıbaşı Group has joined Unstereotype Alliance Turkey, a new initiative to promote an environment of equal opportunity in Turkey by transforming the content of advertising. The platform aims to encourage advertisers, brands and agencies to work together to eliminate harmful gender-based stereotypes, including harmful masculinities, and to empower women to help create a gender equal world. The Eczacıbaşı Group is one of 13 founding members of the initiative.

Unstereotype Alliance is a global platform established by UN Women, the United Nations Entity for Gender Equality, to drive positive change all over the world through collaboration in the advertising world. Unstereotype Alliance Turkey was established on 13 December under the leadership of the Gender Equality in Advertising Board (RTCEK) and launched in Istanbul at an event hosted by Ahmet Pura, head of the Association of Turkish Advertisers (RVD), and Alia El-Yassir, UN Women Regional Director for Europe and Central Asia. Unstereotype Alliance Turkey is the second local chapter worldwide after Brazil.

In Turkey, most advertisements still feature men

According to the RVD's 2018 report on 10 years of television advertising in Turkey, traditional gender stereotypes have dominated content. Only 35 percent of the main protagonists in these advertisements were women and most were depicted in household care or childcare related roles. Unstereotype Alliance Turkey aims to set an example for business and society by breaking down gender stereotypes and promoting the idea of gender equality.

The Eczacıbaşı Group is changing its communication as well!

Joining Unstereotype Alliance Turkey was a natural step for the Eczacıbaşı Group, which is committed to equal opportunity and has implemented many measures to promote equal opportunities through its AllforAll campaign. One of the first communication activities of AllforAll was an advertisement featuring women driving forklifts, fathers looking after babies and other stereotype-breaking examples of professions and behavior. Another was the add campaign by Selpak, the Group's flagship tissue paper brand, called "Let's Wipe Away Prejudices", which aimed to raise awareness of how misleading gender stereotypes are.