Advertising and communications possess remarkable influence in shaping our perceptions and behaviours within society. To establish further evidence for this cause, the shEqual program of Women’s Health Victoria engaged Kantar, the world’s leading data, insights, and consulting company, to conduct research on the impact and effectiveness of progressive gender portrayals in Australian advertising.

This report draws from Kantar’s LINK Database, which encompasses over 2,500 advertisements tested with clients across various industries. Australian ads from 2017 to 2022 were selected from the database and assessed for cultural and commercial significance. The findings confirm that positive, authentic, and diverse representations of women not only enhance campaign effectiveness but also yield a higher return on investment. This research also highlights frameworks advertisers can use to measure existing campaigns for gender equality and effectiveness, as well provides case studies that help illustrate how frameworks can be employed in practical ways.

Check out the full report here or check out the fact sheet here.