Two years of more facets in advertising
Das Gislerprotokoll wurde am 8. März 2021 – am Weltfrauentag – aus der Taufe gehoben. Der Verein setzt sich für mehr Diversität in der Werbung ein. Stereotypische Frauen- und Männerrollen werden humorvoll ins Scheinwerferlicht gerückt, hinterfragt und mit der Realität abgeglichen. Anna Kohler von m&k Werbewoche.ch hat mit Co-Gründerin Nina Bieli über zwei Jahre Gislerprotokoll und den ersten grossen Event des Vereins, den Gisler-Gipfel, gesprochen.
In the meantime, the Gisler Protocol Association is managed by an eight-member board of directors and Consists of already 126 member agencieswho commit to the charter to act sensitively in the implementation of campaigns, to advocate diversity in advertising, and to implement inclusion as well as diversity among customers. Co-founders Nina Bieli and Annette Häcki are proud of how the initiative has developed.
m&k: Nina Bieli, 126 agencies from all over Switzerland have now joined the Gisler Protocol. Would you have thought that when you started exactly two years ago?
No, not at all! (laughs) Our focus at the time was primarily that we do it better as Jung von Matt, work less with clichés and communicate more inclusively. And that, in the best case, a few agencies would join us. I looked at my agenda today: On July 13, 2021, the first members met for the first time for a "Gisler Summit" - back then, it was still a small get-together of about ten agencies. The fact that we have now, two years later, been able to trigger so much and that so many people and agencies are enthusiastic about the topic really makes me very happy.
As an association, where do you see the biggest challenges in terms of diversity in advertising?
We notice time and again that the first reaction to the topic is characterized by the fear that it must constantly be about right and wrong. That one can only make mistakes. As Gislerprotokoll, we try to show that the path to a more diverse, inclusive advertising is just that: a path. A path on which we are moving together and accordingly do not have to turn everything upside down today or tomorrow. This means that as a company, I don't have to introduce the gender star overnight - but I should look at how I can communicate more inclusively in the future. The same is true in the image: In part, it just helps to put a woman behind the wheel of a car - surprisingly, something you still see relatively rarely.
What exactly do the agencies that join the Gisler Protocol profess to do?
These agencies commit to five pointsThe focus is on inclusive language, multifaceted role models, and sensitizing customers to the topic. In concrete terms, they are working to ensure that we in Switzerland communicate less stereotypically and with more facets.
What can guests of the first Gisler Summit expect?
The Gisler Summit is our first big event - and actually already the second one with this name, as I found out today. The event is meant to be an occasion for inspiration and exchange on the most diverse facets that exist in the DEI cosmos. [Diversity, Equity and Inclusion, editor's note]. there. This includes, for example, the discussion of the topics "trans" and "queer" or the role and representation of fathers in our society. We have invited speakers such as Peter Schneider and Anna Rosenwasser. And we also have the pleasure of welcoming Ringier's EqualVoice initiative, which makes me very happy.
Where do you see the club in a few years, what are the long-term goals?
When I look at our "relaxed" start two years ago, I almost have to say: No big (laughs). But the last two years have also shown us what is possible and what still needs to be done. A bigger issue that we as an association board will be addressing in the coming months is corporate membership. So far, the Gisler Protocol has been geared toward agencies. However, we have consistently received feedback from advertising companies that they are interested in membership as well. This is possible in principle, but we would like to explicitly create an offer that also takes into account the needs and circumstances of companies.
Stereotypes in advertising don't just affect women. Men, too, are increasingly complaining about being the dorky father or the awkward relationship partner.
Absolutely. That's why the Gisler Protocol explicitly addresses the stereotypical portrayal of both genders, as well as raising awareness that there is more than just this binary gender order. I think diversity is ideal when it is not a paint job. When both the people and the roles we show in advertising have different facets - and the whole thing is ideally implemented in a relatively unagitated way. Just as it suits the brand in question. And just as we know it from our everyday lives.
The Gisler Summit will take place on March 23, 2023. Interested parties can register at Gisler protocol.ch log in.
