From the moment we’re born, the gender norm boxes organize everything into what toys we can play with, what jobs we will imagine having and how we’re supposed to feel. UN Women through its #HeForShe initiative aims to break this status quo.
The new film, created by UN Women with the support of JWT New York, calls into question the expectations we are all projecting onto the next generation and the gender biases children are exposed to from day 1. It puts a focus on the small, everyday ways people can start affecting change and breaking the gender barriers.
Through the concept of projection mapping, different stereotypes are placed on a baby to see how society would view them if they were a boy or a girl.
Elizabeth Nyamayaro, Senior Advisor to Under-Secretary-General and Executive Director, said: “Gender specific boxes limit the full potential of every human; and our goal is to imagine our potential without the gender rules”
Brent Choi, CCO J. Walter Thompson New York said: “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.”
The stand-alone video PSA debuted at the #HeforShe IMPACT10x10x10 Parity Report Launch and third anniversary of HeForShe, and will be used to spread UN Women’s goals and drive awareness of the issue at future events.
Chief Creative Officer, New York: Brent Choi
Executive Creative Director: Sarah Barclay & Bas Korsten (Amsterdam)
Creative Director: Sean Ellman / Itai Inselberg (New York) & Niels Bredemeijer / Rienk de Vries (Amsterdam)
Planner Director: Marina Pen
Planner: Renee Zalles
Head of Production: Anthony Nelson
Director of Music: Paul Greco
Executive Producer: Gillian Blain
Project Manager: Elisabeth LeCorgne
Account Team: Samantha Reeb-Wilson, Business Director; Wendy Steinberg, Account Director; Adaire Carey, Account Manager
Client Team: Elizabeth Nyamayaro, Senior Advisor to Under-Secretary-General & Executive Director, Nicholas Quigley, Head of Operations, Project and Programme Management Specialist, Charlotte Hallqvist, Communications Lead
Method Studios: Stuart Robinson, Doug Luka
Music House: Big Foote