Young Lions Competition 2020 (Japan)
Client： UN Women Japan Liaison Office(https://www.unwomen.org/en)

Theme : How can we spread out the concept of “Unstereotype” in Japan. We need to raiseawareness of “Unstereotype” and organisation for CxOs in companies in Japan.
The Challenge : what is the business challenge? Include details of the product/service we areselling plus our job
Women’s equality and empowerment is one of the 17 Sustainable Development Goals, butalso integral to all dimensions of inclusive and sustainable development. In short, all theSDGs depend on the achievement of Goal 5. Gender equality by 2030 requires urgent action
to eliminate the many root causes of discrimination that still curtail women’s rights in private
and public spheres. UN Women is the United Nations entity dedicated to gender equality
and the empowerment of women.
Recognizing the power of partnerships to accelerate progress, this industry-led initiative
convened by UN Women will unite leaders across business, technology and creative industries
to tackle the widespread prevalence of stereotypes that are often perpetuated throughadvertising and content.
The Unstereotype Alliance has been embraced by businesses and organizations who havebeen champions of addressing gender bias in the industry. It aims to tackle how the industry
can affect positive cultural change by using the power of advertising to help shape perceptions
that reflect realistic, non-biased portrayals of women and men.
Phumzile Mlambo-Ngcuka, UN Women Executive Director and Convener of theUnstereotype Alliance, said, “We know that where there is inequality, discrimination andexclusion follow. Confronting the negative stereotypes in our societies is a vital step to fighting
inequalities. The Unstereotype Alliance is unique in its ability to convene diverse companies
for a joint cause: using the power of advertising to affect positive cultural change and improve
the lives of women and girls around the world.” Additionally, the group released a power
short film, “The Problem is not Seeing the Problem,” that calls on the industry to act
immediately to eliminate stereotypes from their ads.

There has been a marginal improvement over last year in terms of the gender gap in manynations. However, the World Economic Forum stated that Japan placed 121st out of the 153countries in the rankings released Tuesday — a record low — performing by far the worst
among the Group of Seven major economies. It meant ‘a lack of awareness of Unstereotype’in Japan.
UN Women wants to tell the concept of “Unstereotype” to Japanese audience. We need toraise awareness of “Unstereotype” and organisation for CxOs in companies in Japan.
Target Audience: Who are we talking to? Describe them in terms of demographics, job role,
responsibilities etc.
Primary: CxO in all companies in Japan
Insight: What is the key thing / mugget that will act as the catalyst for the strategy and creative
work?
Reference: https://www.unstereotypealliance.org/en/about
Stereotypes are everywhere, we can’t escape them. It’s that unconscious bias we place on
things before we even know it, that is why they can be harmful. As advertisers and creatives,
we have the power to influence culture and society in a positive way. Today, we need to ensure
creativity, whether in the advertising or content we create, shows people as progressive andmodern, authentic and multi-dimensional. This Unstereotyped world is our job to deliver
now, not the next generations. And is no longer only a social imperative, but a business one.
Starting today, we stand together as one.
Strategy: What is our plan of attack?
How do we nurture “Unstereotype” in Japan? Spread the concept of “Unstereotype” withinadvertisements, products and services we see everyday. Address companies that this concept
is necessary to sustain their business and effective to improve their corporate images to bringqualitative customers and employers. Create a campaign that can enlighten Japanesecompanies with the power of Creativity you have.

Key message: what is the single most important thing we want to say? This is our promise tothe customer.
To affect positive cultural change and improve the lives of women and girls around the world
with using the power of advertisements.
Supporting points and messaging: what do we have to back up the promise? These are ourʻreasons to believeʼ.
Stereotypes reflect deep-rooted ideas of femininity and masculinity. Negative, diminishedconceptions of women and girls are one of the greatest barriers for gender equality and weneed to tackle and change those images wherever they appear. Advertising is a particularly
powerful driver to change perceptions and impact social norms. UN Women is excited topartner with the foremost industry shapers in this Alliance to challenge and advance the ways
women are represented in this field." - Phumzile Mlambo-Ngcuka Executive Director of UN
Women.
In Japan, women are facing severe situation for their career if they want to have a child.
For instance, the gender wage gap in the country remains large (24.5 per cent), and Japan isthird to last in the ranking compiled by the Organisation for Economic Co-operation andDevelopment (OECD). Moreover, although women’s employment rate is around two thirds,
less than 1 percent of those working are in management positions and they hold only 12 percent of leadership positions. This is a serious problem simply because the nation or thecooperate society will lack the power and the opinion of women. Furthermore, according to
the Ministry of Health Labour and Welfare, the data shows that the percentage of women who
takes the maternity leave is 82.2% and only 6.16% for men. This shows how big the gap is
between men and women in terms of childcare as well. Not only in economic sphere but alsoin personal and private sphere, stereotype exists in daily settings. For instance, how we often
recognize pink colour for girls and blue for boys, how female students raise less hands when
applying for committee leader at school which may lead to how few women are in position in
the business and how certain roles in household are stereotyped only for men or women.

Reference:UN Women
https://www.unstereotypealliance.org/en
https://www.unstereotypealliance.org/en/about
https://www.unwomen.org/en/news/stories/2018/6/press-release-unstereotype-alliancefirst-anniversary
https://www.unwomen.org/en/news/in-focus/women-and-the-sdgs/sdg-5-gender-equality
https://japan.unwomen.org/ja/what-we-do/economic-empowerment
World Bank

Women in workforce

https://data.worldbank.org/indicator/SL.TLF.TOTL.FE.ZS?end=2019&start=2019&view=map■The Brief■FILM
THE BRIEF
Create a film (60 seconds max) to raise awareness of “Unstereotype” and organisation forCxOs in companies in Japan.
■PRINT
THE BRIEF
Create a double page spread print ad to raise awareness of “Unstereotype” and organisation
for CxOs in companies in Japan.
■PRTHE BRIEF
Create a PR campaign to raise awareness of “Unstereotype” and organisation for CxOs incompanies in Japan.
DELIVERABLES
A maximum of 10-slide PowerPoint presentation that includes a title slide, 1 slide that visuallysummarizes your presentation and another slide called written submission (max 450 words):- Creative idea (150 words)- Strategy (150 words)- Execution (150 words)

■DIGITAL
THE BRIEF
Create a digital led social media campaign to raise awareness of “Unstereotype” andorganisation for CxOs in companies in Japan.

■MEDIATHE BRIEFCreate a media campaign to raise awareness of “Unstereotype” and organisation for CxOs incompanies in Japan.
DELIVERABLES
A maximum of 10-slide PowerPoint presentation that includes a title slide, 1 slide that visuallysummarizes your presentation and another slide called written submission (max 450 words):- Creative idea (150 words)- Strategy (150 words)- Execution (150 words)■DESIGNCreate visual identity that encourage communication to raise awareness of “Unstereotype”
and organisation for CxOs in companies in Japan.
Development concept, idea, and implementation are to be explained separately within 150
words of text each.
The proposed design and description are to be submitted on one A3-size PDF sheet.