X3M Ideas Joins United Nations Alliance to Fight Harmful Advertising

Africa’s leading advertising agency, X3M Ideas, has joined the Nigerian chapter of UN Women of the Unstereotype Alliance – a global coalition committed to ending harmful stereotypes in media and advertising.

The United Nations Entity for Gender Equality and the Empowerment of Women at the International Level, UN Women, is launching the Unstereotype Alliance in partnership with X3M Ideas as a platform for reflection and action that serves to unite the influence of the advertising, media and marketing community as a force for transformative change.

X3M Ideas joins other leaders in their respective industries, including First Bank of Nigeria, SO&U LTD, Unilever Nigeria and Guinness Nigeria, who initially championed the development process that led to the launch of the Nigerian Chapter. The Association of Advertising Agencies of Nigeria (AAAN) and Women in Successful Careers (WISCAR) also join the Chapter as allies, bringing their wealth of influence and reach to the Chapter.

X3M Ideas Founder and CEO Steve Babaeko, speaking on the announcement, said: “Nigeria is the arrowhead of the exciting African creative industry. We have a lot of power in music, film, advertising, and popular culture as a whole. With that power comes the responsibility to lead forward and open the conversation about closing the gender gap and also changing the narrative of how women are portrayed in advertising.

“Also, as the president of the Association of Advertising Agencies of Nigeria, success for me is when every creator takes a break to consider whether the scenario painted in a storyboard promotes the cause of not stereotype women or add fuel to an already raging fire. ,” he added.

The Nigerian Chapter recognizes that tackling stereotypes is a social imperative with a strong business case. In 2020, around $ 430 million was spent by the Nigerian advertising industry. Core Members seek to further tap Nigeria’s large and diverse market to ensure positive and transformative representation.

Speaking on the need for the Nigerian chapter, UN Women in Nigeria and ECOWAS Representative Comfort Lamptey said: boys and men to end gender inequalities.

“The Nigerian Chapter brings to the Global Coalition a range of leading brands that recognize the importance of changing attitudes regarding gender, disability and ethnicity to not only boost the industry market, but also to achieve sustainable development. This chapter is not only important for Nigeria but for the whole continent given the position and influence of Nigeria in Africa.

Leveraging the reach of the 193 United Nations Member States, the Unstereotype Alliance provides global connectivity to members with a common commitment to achieving Sustainable Development Goal 5 for gender equality. Nigeria is the 11th national chapter and the 3rd in Africa, in addition to Australia, Brazil, Japan, India, Kenya, Mexico, South Africa, Turkey, Emirates United Arabs and United Kingdom.


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