To help foster equal representation of female directors behind the camera, Procter & Gamble, an American multinational consumer goods corporation, has vowed to work towards a set of actions to build and connect a network of diverse female talent in the advertising and media space.
Talking about the shift in thinking, Sharat Verma, Chief Marketing Officer and Vice President – Fabric Care, P&G India, said, “At P&G, we want to leverage our voice in advertising and media to be a force for good and a force for growth. We are proud of the progress we have made in sparking conversations on gender equality through campaigns like Ariel #ShareTheLoad, Whisper #KeepGirlsInSchool, Gillette #ShavingStereotypes, among others.”
In order to “drive accurate portrayal of women in front of the camera”, Verma added that “we understand the importance of driving equal representation behind the camera. With that in mind, over the next three years we are committing to achieve equal representation of women directors for advertisements we make across our brands in India. We believe that having more women behind the camera will help the industry achieve a more accurate and unbiased portrayal of women in advertising.”
P&G will also continue to work on its aims to achieve “responsible advertising by breaking stereotypes and busting myths” through its advertising, including “characteristics, roles, and context”.