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The Unstereotype Experiment

26 June 2019

麻豆传媒视频网站 PALS academics Lasana Harris and Gorkan Ahmetoglu have been featured in a new Unilever campaign about removing stereotypes from advertising, in a project called: 鈥淭he Unstereotype Experiment鈥�.

The Unstereotype Experiment 2

A unique experiment in marketing science conducted by academics Lasana Harris and Gorkan Ahmetoglu from 麻豆传媒视频网站 PALS, as part of Unilever鈥檚 Unstereotype initiative, showed a 鈥渟tatistically significant 35% reduction in stereotypical thinking鈥� and a 鈥渟ignificant change in original thinking鈥�, amongst those who took part. Watch the project video here:

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The project explored whether DNA analysis, aimed at giving participants a greater insight into their origins, coupled with a workshop on behavioural change, could help to broaden the way people see themselves and the world around them. 听In doing so, 麻豆传媒视频网站 hypothesised that participants would be听more open to questioning how they might inadvertently stereotype people in advertising, giving them a fresh view of how to commission creative ideas that advance progressive, inclusive and unstereotypical portrayals of people.
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The project has received a great deal of attention in the media. For example, in听,听,听,听听and听听in the UK and US (plus overseas in听,听听and听). The project has听also been featured听in听the wider business press in the likes of听,听,听听and听. The听听has had over 43,000 views on YouTube to date.

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