The One Show
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About the Work
In Spain, children are educated around the values of equality, however, people do not realize that they can perpetuate sexist stereotypes by giving a specific type of toys to their children. Prioritizing a pink world of care and beauty for girls (68.2% of advertisements targeting girls include these stereotypes) and a world of heroes, action and the colour blue for boys (71% of advertisements aimed at boys include these stereotypes).
That’s why the Ministry of Consumer Affairs wanted to develop a campaign to raise awareness about the impact that toys have on children’s development. A project with a great objective: to open a social debate about gender stereotypes on toys and its advertising.
To make families and toymakers reflect on this problem, we used a resource never used before promoted by a public administration in Spain: a strike. Well… a #ToyStrike.
In this way, we managed to transfer the conversation to the media and social networks in a massive way during the Christmas season. The campaign was launched through an official video statement posted on all the Ministry's social networks. Toys claimed their right to play with all children and called for all Spanish children and families to join the movement with their toys through a digital strike on the 12th of the month.
430.000 people in Spain joined the digital strike. For them, we created a protest kit with digital banners, GIFs and stickers filled with our slogans so that children could join the protest with their toys from home.
Just four months after its launch, thanks to a society that was aware that toys perpetuate gender stereotypes, the agents involved signed an agreement that will co-regulate a non-sexist communication on toys next Christmas.
That’s why the Ministry of Consumer Affairs wanted to develop a campaign to raise awareness about the impact that toys have on children’s development. A project with a great objective: to open a social debate about gender stereotypes on toys and its advertising.
To make families and toymakers reflect on this problem, we used a resource never used before promoted by a public administration in Spain: a strike. Well… a #ToyStrike.
In this way, we managed to transfer the conversation to the media and social networks in a massive way during the Christmas season. The campaign was launched through an official video statement posted on all the Ministry's social networks. Toys claimed their right to play with all children and called for all Spanish children and families to join the movement with their toys through a digital strike on the 12th of the month.
430.000 people in Spain joined the digital strike. For them, we created a protest kit with digital banners, GIFs and stickers filled with our slogans so that children could join the protest with their toys from home.
Just four months after its launch, thanks to a society that was aware that toys perpetuate gender stereotypes, the agents involved signed an agreement that will co-regulate a non-sexist communication on toys next Christmas.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Digital Agency
MRM Spain / Madrid
PR / Marketing Agency
QMS Comunicacion / Madrid
Client / Brand
Ministry of Consumer Affairs, Spanish Government / Madrid
Production Company
Lee Films / Madrid
Media Distribution Company
Media Diamond / Madrid
Chief Creative Officer
Felix del Valle
Creative Director
Álvaro Ferrero
Director
Stefano & Alejandra
Executive Creative Director
Guillermo Santaisabel
Pepe García
Producer
Alfonso Cuadra
Strategist
Irene Navarrete
Paola Seivane
Rodrigo Blazquez
Account Supervisor
Javier Mirones
Agency Producer
Ismael NuÑez
Creative Team
Albert Botelho
Anai Menendez
Claudia Jara
Daniel Albadalejo
Flavio Jimenez
Pablo Camarero
Sergio Garcia
Account Team
Alvaro Cuneo
Communication director
Daniel Ayllón
Head of Advertising & Digital Strategy
Alejandra González
HEAD OF ART
Rafael Merino
Managing director
Maria Martinez
Press officer
Ana Vázquez
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