Babaeko advocates gender-inclusive policy for women in advertising
The president of Advertising Agencies Association of Nigeria (AAAN), Steve Babaeko, has advocated a gender-friendly policy regime to encourage women participation and improved inclusivity in the advertising industry.
Babaeko was a panelist on a Guinness Nigeria virtual session themed: “Progressive Female Portrayal in Advertising and the Entertainment Industry”. While making a robust contribution, Babaeko called for more support from the government through the regulatory agencies in the advertising industry, noting that “the future is female but more importantly, the future is now”.
“Government needs to do more. I intend working with the Advertising Practitioners Council of Nigeria (APCON) to see how gender-friendly policies encouraging women participation in the industry can be formulated,” he said.
The X3M ideas boss, who has been a strong advocate of women empowerment, had earlier in July, unveiled a 4-point agenda themed “Advancing Together”, during his campaign for the president of AAAN. Top on the agenda in the thematic campaign was the issue of women empowerment.
Hear him: “One critical issue I want to deal with is the issue of empowering women members of the association. If you count agencies owned by women in this country, you can count them on your finger tips. I am hoping that during my tenure as president, that can be changed. There is a small vibrant group in the association called “Women in Advertising”. We would like to support and empower this group.”
On the rationale for organising the web session, Managing Director of Guinness Nigeria Plc, Baker Magunda said: “There has been an improvement in the representation of women in several sectors in the last two decades and we understand the role of the media as a platform to promote gender balance in the society.
“At Guinness Nigeria, championing diversity and inclusion is one of our performance ambitions and our commitment to shifting this agenda starting with gender has been globally acknowledged as Diageo (our parent company) was named amongst the top 25 most diverse and inclusive companies for the 4th consecutive year in 2019.We remain committed to gender inclusion and sensitivity within and outside the workplace.”
Other panelists during the webinar include CEO EbonyLife Media, Mo Abudu and Managing Director, Terra Kulture, Bolanle Austen-Peters.
The virtual session is one of many activities lined up by the top brewer to unveil its progressive gender portrayal ambition in Nigeria.
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