Australian advertising watchdog Ad Standards have this week kicked off a new campaign with the intention of having difficult conversations to make way for a more equitable and inclusive climate within the industry. Kinder Conditions is equal parts controversial and thought-provoking and as such has caused plenty of discussion.
The premise of the Kinder Conditions campaign, at least initially, is to highlight the stereotypical messaging Australian’s have become accustomed to with advertising campaigns.
Per Mumbrella, Kinder Conditions points out that the bulk of advertisements in Australia are catered for a “white” audience, and panders to regressive gender and race tropes in attempts to sell products.
In their efforts to promote a more socially progressive advertising culture, Ad Standards have launched the Kinder Campaign across TV, radio, print media and billboards.
Without mincing words, the ads run so far boast attention grabbing ledes including “This ad is for white people only”, “If you’re a woman don’t bother reading this ad” and “This ad is brainwashing your children”.
Beneath the salacious ledes is a carefully-curated pivot to the issue at hand. For instance, beneath the “This ad is for white people only”, the small font reads “Ad Standards want to recognise those that celebrate cultural diversity on their own terms. You can nominate advertising that helps create kinder conditions. Because in the end? that needs no translation.”
The campaign was created by LOUD Communications, who stand strong on their decision to be provocative. Lorraine Jokovic, CEO of LOUD Communications explained “There’s no denying the copy is confronting and packs a punch to get its message across. For the TVC, we employed a 1950s’ aesthetic reminiscent of a time where stereotyping was the norm.”
“Together, these devices highlight how the industry can progress and move away from outdated clichés which, unfortunately, can offend and discriminate against many groups.”
Ad Standards CEO Fiona Jolly hopes the Kinder Conditions campaign helps brands realise that a more equitable industry doesn’t limit creativity, adding “There’s a perception throughout the industry that the Codes in place hinder creativity – well that’s absolutely false.”
“Although the Codes we’ve highlighted are some of the least complained about, we have to remind people that advertising standards are in place and they are there to achieve the greater good for everyone, advertisers and the community alike”
Ad Standards concerns itself with the adjudication of complaints under various advertising codes. The campaign extends beyond the ads, with the self-regulator also sponsoring a new category in the Australian Effie Awards, ‘positive change’, which will honour ad campaigns that promote positive social change as well as a product.
