Creativity

Kids' Drawings Reveal Gender Stereotypes in an Eye-Opening Spot

Film by U.K. Educational Charity Asks Children to Draw Three Professionals

By Alexandra Jardine. Published on Mar 14, 2016

Editor's Pick

Inspiring films advocating gender equality are everywhere these days, from #LikeaGirl to the plethora of campaigns that broke on International Women's Day last week. But this thought-provoking film from U.K. charity Inspiring the Future shows that society still has a long way to go in defining gender roles more equally.

MullenLowe London made the documentary-style film pro bono for the charity, which connects schools with people from the world of work. Filmed in U.K. primary (elementary) school Whistable Junior School, it sees children aged five to seven being asked by three women posing as "teachers" to draw a firefighter, a surgeon, and a fighter pilot.

The children enthusiastically start drawing, and go on to create 66 pictures in total -- but only five of them depict women. They are then asked if they would like to meet real-life versions of these drawings and the "teachers" return to the classroom in their uniforms, revealing themselves to be the surgeon, firefighter and Royal Air Force pilot. The film ends on a note of hope as the children listen enthusiastically to the three women talking about their jobs.

Directed by Matt Huntley for Burger Films, the film will be supported by further online content giving an insight into the three professional women's experiences, and Inspiring the Future is urging people to share it to raise awareness of how much needs to be done to tackle gender stereotyping. To make a difference volunteers can sign up on its website to pledge to take one hour to chat to children about their career.

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About

Credits

Date
Mar 14, 2016
Agency:
MullenLowe London
Client:
Inspiring the Future

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