UN Women and Publicis Groupe's Marcel Classes: Removing Stereotypes, Advancing Inclusion

Where once the developers of a class would present at UN Women conferences before dozens of people now anyone plugged into elearning formats can access the information amp160including Publicis Groupe39s 80000 employees worldwideWhile we39ve made progress dismantling stereotypes in recent years there is still work to do amp160and there are lingering aspects of bias that are what the original Unstereotype course called the Three Ps Presence Perspective and Personalityquot39Presence39 is just showing up having characters in advertising that are LGBTQ that are disabled that don39t fit the standard format of what we traditionally see in advertisingquot says Alina Villasenor Vice President of Content at Marcel Classes who oversaw the development of the elearning Masterclass modules along with Associate Director of eLearning Isabel Moreno quot39Perspective39 is getting an authentic lens from those archetypesquot she adds quotAnd 39Personality39 is making it relatablequotCarol Sinko Senior Vice President and Global Lead at Marcel Classesamp160 the home of all curated learning across Publicis Groupe notes that the examples can be subtle quotThere has always been a character in a particular video or always a certain person that39s the clerk in the storequot she says quotIt39s always the mom doing the laundry and not the dad Or if it is the dad he messes the laundry upquotThe idea she adds is to make people think quotWhy is the person that39s at the front desk always that race Or why do I never see somebody in a wheelchair at a sporting eventquotIt39s something that could only help advertisers think about their audiences which quotideally if you39re doing your job well could be anyonequot Sinko continues quotHow do you represent those different people in an inclusive way in your marketingamp160It39s easy not to make those changes But it39s not hard to make those changes once they39re pointed out to youquotVillasenor says she enjoyed working with her team to convert the material into an elearning format to quotmake it interactive and make it fun and democratize it for everybodyamp160We apply a gamification model to keep learners engaged We want to make sure that people stay engaged so almost every 30 seconds we39re asking you to do something within the coursequotParticipants vote on how well sample commercials lived up to the three Ps or did not Then experts come on to share their viewsIt39s not a shaming exercise of what39s right and what39s wrong quotIt39s an evolution of trying to get more representation of different and differently abled peoplequot Sinko explainsWhile the single session takes 35 minutes to complete quotwe39ve included optional sections that you can explore if you want to keep looking at adsquot Villasenor says As one example sheamp160describes an alcohol andamp160spirits brand ad with the tagline Labels are for Bottles Not People quotIt39s phenomenal and it39s witty and it39s charmingquot she says quotEverybody is having a good time and it39s likeamp160Why weren39t we doing this beforequotSo far getting folks to engage with the learning series hasn39t been a hard sell quotThere is enough amazing talent out there that sees this as a problemquot Villasenor says quotThat39s what I found the most inspiringquotThey are inspired too by the potential reach of the class and are working on translating the Masterclass into other languages including Brazilian Portuguese and SpanishShifting the teaching to elearning was in discussion even before the COVID shutdowns last year Sinko notes quotThen when the pandemic happened there was a huge uptick in elearning obviously in all kinds of environments That39s when we really thought that this is the opportunity to take this into a much broader scalequotNormally our audience is our internal employeesquot she concludes quotSo to know that this is going outside of the Groupe and could have a furtherreaching impact is very motivating It39s very meaningful to know that this is putting good into the worldquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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UN Women and Publicis Groupe's Marcel Classes: Removing Stereotypes, Advancing Inclusion

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Roger Catlin

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UN Women and Publicis Groupe's Marcel Classes: Removing Stereotypes, Advancing Inclusion

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