Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
First Conference Held to Realize a Gender-Equal Society
The Ministry of Foreign Affairs (host of the International Women's Conference WAW!) and Toei Agency (representing Japan at Cannes Lions) jointly hosted Japan's first conference focused on the role of media and advertising in realizing a gender-equal society. The "Gender and Communication Conference: Communicate, Create, Change for Gender Equality" took place on December 6 at Dentsu Hall in Minato-ku, Tokyo. 'Communicate', 'Create', 'Change'", at Dentsu Inc. Hall in Minato Ward, Tokyo.
The conference featured a keynote speech by Devika Bhruchandani, President of McCann New York, the mastermind behind the "Fearless Girl" campaign that won top honors in four categories at the 2017 Cannes Lions International Festival of Creativity. It also included three sessions themed around gender equality. In front of an audience of approximately 300 people, discussions and explorations took place on the nature of media and advertising.
"Fearless Girl" Details:
http://www.mccannwg.co.jp/work/fearless-girl
Opening the event, Yukiko Matsuda, Director of the Gender Equality Promotion Office at the Ministry of Foreign Affairs, mentioned the ministry's "International Women's Conference WAW!", held since 2014. She highlighted that last November's conference featured a panel on "Media and Women." She noted that the panel pointed out the unconscious biases created by media and the importance of incorporating women's perspectives. "I am also paying close attention to the role of media, so I am looking forward to the conference. I look forward to discovering new insights together with everyone today."
■ Keynote Address
Ms. Bhuruchandani presented examples of discrimination faced by women in "business," "Hollywood," and "advertising," citing statistics such as "60% of the world's 22,000 publicly listed companies had no female board members" and "even top Hollywood actresses, who command high salaries, are paid only 24.8 cents for every dollar earned by their male counterparts." She also traced advertising's history of imposing idealized images of "how women should be," asserting, "That is a voice imposed upon them, not women's true voices."
Amid gradual improvements in various biases and discrimination issues, she urged, "We ourselves must actively engage. If we all take action, we can build a better world," and "Become fearless." She emphasized, "You won't succeed by fighting men. I'm not saying women are superior; I'm saying we are equal."
Bhuchandani also shared behind-the-scenes stories about the "Fearless Girl" project she worked on—the statue of a girl with her hands on her hips, gazing ahead, installed in New York's financial district last March that became a global sensation. She mentioned challenges like "finding the right creator" and "trial and error with the pose."
■ Session with Media, Advertising Professionals, and Experts
Following the keynote, three sessions explored "Communicating," "Creating," and "Changing" gender equality.
● Session 1: "Communicate"
From the perspective of media and news organizations, discussions focused on how to communicate information and what to be mindful of in a gender-equal society.
Speakers: Asako Imao, Editor-in-Chief of Monthly VERY / Reiko Sasaki, Editor-in-Chief of Nikkei Women / Ryuichiro Takeshita, Editor-in-Chief of HuffPost Japan / Kento Tsuboi, Desk at NHK's "Asa Ichi" / Moderator: Renge Jibu (Journalist)
● Session 2: "Creating"
Directors who have created gender-neutral advertising took the stage to present case studies. While the discussion touched on whether a company's operating profits and social advocacy can coexist, there was consensus that "internal and external enthusiasm leads to positive results (sales)."
Speakers: Hiroko Uchigaki, Head of Account Planning Division, ADK / Tomoshige Ouchi, Executive Officer, Dentsu Inc. / Tomoko Tagami, Public Affairs Division, P&G Japan / Morihiro Harano, Creative Director / Moderator: Renge Jibu
● Session 3: "Change"
Participants exchanged views on the mindset shift required for achieving diversity, as envisioned by corporate leaders and executives, emphasizing the importance of creating environments where women can advance into management roles.
Speakers: Kazuko Tanaka, Founder of the Lee Mama Project, Hakuhodo / Mr. Matsuda, Ministry of Foreign Affairs / Akira Matsumoto, Representative Director, RIZAP Group and Senior Chairman, Calbee / Moderator: Ryoko Nakajo, Executive Officer, Google LLC
At the conference's conclusion, Ms. Matsuda of the Ministry of Foreign Affairs stated, "We aim to apply today's insights at the International Women's Conference next March."
Official Website:
https://www.canneslionsjapan.com/gender-communication2018/
Was this article helpful?
Share this article
