CPB London worked with research agency Perspectus Global to assess how children are still affected by unconscious gender bias, creating a campaign based on their findings. from the International Women’s Day (March 8), “Imagine” is a national campaign centered around this year’s theme #BreakTheBias.
A series of posters invites the public to simply “imagine” the person who takes on a specific role, including a CEO, a doctor, a nurse and a makeup artist. The posters ask whether they are imagining a man or a woman in the role, highlighting how most people are still affected by unconscious gender bias.
The study, conducted in February, surveyed 1,000 parents of UK-resident children aged five to 11 and 1,000 UK-resident children in that age group. It revealed that 39% of children surveyed felt that “moms should take care of babies and do all the housework”, with 38% agreeing that “dads should go to work”.
Forty-five percent believed that nurses are always women, while 22% believed that a doctor was likely to be a man. Sixty percent of children thought that being a plumber or electrician was a man’s job, and nearly half (46%) said that men are always better engineers. However, the survey also found that the majority agree that children should grow up to be whatever they want (94%), while 82% believe that boys and girls can be just as good at the same things.
Three in 10 parents said they had to explain to their children that men and women can do the same job. Furthermore, three in 10 parents admitted that there were many times when their children expressed beliefs that reinforced harmful gender stereotypes.
Official supporters of the “Imagine” campaign include Creative Equals, Goodstuff, Assembly and Open Media. Good Stuff and Assembly are leading the campaign across donated media, including out of home, social, display and cinema.
Helen James, Managing Director of CPB London, said: “Despite all the progress made, it is shocking to see how deeply ingrained views can still be about the roles of women and men. “And when those are the views of our children – our future – it tells us we still have a lot of work to do to create a world where your gender doesn’t matter to what you can achieve.”
CPB London has also created a children’s coloring book, which is available for purchase on the agency’s website. With a similar approach to posters, the book asks you to “draw what you imagine when you read the headline”. All money raised from the “Imagine” coloring book will be used to fuel a “better, more diverse future” with Beyond Equality and Young Women’s Trust.
James explained: “The idea is that there are no right or wrong designs – just an insight into our assumptions about gender roles. We all have unconscious biases, and the only way to change that is to question and get people to talk.”
Translated matter from Campaign.
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