Unity on climate change has never been more urgent

Learning from the devastation in the Philippines

The rising death toll from Typhoon Bopha which hit Mindanao in the Southern Philippines this week highlights the vulnerability of communities around the world to the impact of climate change and serves as a timely reminder to government representatives currently at the UN Climate Change Conference in Doha of the need for urgent collective action.

I witnessed myself the devastation that such violent storms can cause during my visit with UNICEF UK to Mindanao just a year ago in the aftermath of Typhoon Washi which killed thousands of people. Seeing the devastated area and talking with the government, NGOs and survivors in the refugee shelters it was clear that despite the tragedy reconstruction was already underway. During my visit I was told that typhoons and tropical storms were less common in the south of the country but climate change means that more areas are becoming increasingly vulnerable. I can’t help but think about the people I met who had lost everything and were trying to rebuild their lives. As a result of climate change those same people may now be facing situations such as this with increasing regularity. 

It is the most vulnerable in society who are likely to be the ones who will be the most affected by these events. UNICEF estimates that there are approximately 756 million children living in the ten countries most vulnerable to climate change and at least half of all people who die in disasters are children. They experience unimaginable fear and confusion as they attempt to deal with the loss of the most stable aspects of their lives, whether that is family members, their home, regular meals or schooling.

The Philippines is listed as the sixth country in the world most vulnerable to climate change and the response to Typhoon Bopha has been a good example of how preparatory measures can save lives. The people in affected areas had been warned by phone messages, the media and the government. It is vital to ensure the most vulnerable, including children, are adequately prepared and the new global institution for finance, the Green Climate Fund, should be constructed in a way that ensures it helps to deliver protection for children in the most vulnerable countries.

As international leaders meet this week at the 18th Conference of the Parties of the United Nations Framework Convention on Climate Change (COP18) ambitious action is needed to ensure global emissions are reduced. We cannot afford not to recognise the impact of climate change on the lives and wellbeing of those in developed and developing nations alike. Governments must also ensure that they mobilise new and additional funds for 2013 and beyond to meet the global goal of $100bn a year by 2020. It is essential that the resources are available for the adaptation measures needed to ensure that children in all nations do not grow up in a world of further climate extremes. I hope that COP18 will put the needs of children at the heart of initiatives to limit the damage of climate change.

As people in the UK battle to save their homes from floods, families in America seek to repair the damage wrought by Hurricane Sandy and this latest typhoon claims further lives in the Philippines the importance of our commitment to address climate change has never been clearer. It has confirmed to me once again how we are united in our differences. The capacity of people to weather the storm must be equal no matter on what continent the storm lands and the current UN negotiations provide an important opportunity to demonstrate a united response to the global problem of climate change.

Tony Cunningham is Shadow International Development Minister, MP for Workington

Damage wrought by Typhoon Bopha in the Philippines (Getty Images)
Photo: ASA
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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA