Jung von Matt launches the #gisler protocol
Stereotypical representations of gender are still omnipresent, marketing and communication are often still stuck in life models of the 50s. For this reason, Jung von Matt launches the #gisler protocol, which advocates for the multifaceted representation of gender.
In 2021, communication and advertising agencies, clients and content creators have a greater responsibility than ever to reflect Switzerland's diversity in their work. The project launched by Jung von Matt #gisler protocol is intended to give this responsibility a voice. The discussion about diversity is not only about equality, but also about the equal value of different life models and their representations in the media, as the agency writes in a statement. The #gisler protocol is therefore intended to give all those who profess this a framework for their own work and to remind them not to remain stuck in 1950s clichés.
The minutes are dedicated to Doris Gisler Truog, an advertiser who campaigned for women's suffrage from 1969 onwards.
A protocol with pot plant test
The protocol consists of five concrete points that companies and individuals can commit to. These include an inclusive language, the conscious questioning of ideas, scripts and concepts or the sensitization of one's own customers. Also part of the #gisler protocol is the "pot plant test". The test is a simple way to check how diverse the roles are within a script or an idea. If the role of a woman can be replaced with a potted plant or a dog, you should probably go over the books again.
"With the protocol, we focus on what we use to realize the greatest impact: Our work. We play a key role in shaping the public perception of roles and life models - so it's high time to say goodbye to backdrop mothers and overburdened cliché fathers. That's why we stand up for a # cliché change in communication and marketing. And we would be delighted if other agencies and companies were to commit to the #gisler protocol," says Roman Hirsbrunner, CEO of Jung von Matt Limmat.
