IWD 2022: Gender stereotype needs to be eradicated – Kemi Fabusoro
By Felicia Nwosu
Kemi Fabusoro, Director/ Executive Secretary of the Association of Advertising Agencies of Nigeria (AAAN), has noted that this year’s International Women’s Day theme, was very apt and relevant. She, however, emphasized that even though gender equality and opportunity for women are improving, there are still some stereotypes that need to be eradicated.
In an interview with MARKETING EDGE, the AAAN Executive Secretary recalled how the corporate ecosystem has continued to short-change and exclude women hierarchically on the basis of gender, while ignoring their competence, intelligence, creativity, value and input. These, she pointed out, deprive women of the opportunity of contributing their quota to nation building.
“The bias that men are better advertising directors, and having very few CEOs in the industry are still there. Also, retention of women in the advertising industry is what we will continue to push for. Even though it’s still seen as a male dominated industry, our women are now finding their voices doing great works and breaking the bias,” she said.
Mrs. Fabusoro believes gender stereotype distort societal view about women. She therefore called for the eradication of every cliché that could create a bleak self-image and discourage female folks from pursuing their dreams. Reaffirming that advertising is very demanding, the Marketing Strategist appealed to various organisations to give importance to factors relating to family to enable women concentrate while giving their best on their job.
“Advertising industry is a very demanding sector so there are stereotypes that women cannot cope because of family balance, but we are saying that organizations giving importance to family balance irrespective of gender, actually improves productivity.
The AAAN Secretary revealed that her association has adopted and introduced various mentorship programmes and partnerships to ensure an end to stereotypes, while getting female members prepared and well-equipped to fit into their professions. She urged women to build confidence and be ready to break every negative norm or bias that stands against the attainment of their potential and visions.
“As an association, we have a lot of plans for women in our industry this year through mentorship for leadership, female retention programme, social interaction activities and many more. I urge women to know who they are and stay true to themselves. Be confident in your abilities and stay focused. Keep getting new knowledge to stay ahead and be relevant. Have a work life balance,” she advised.
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