EMAKUNDE - TOOLS: BEGIRA


The advisory Commission for a non-sexist use of publicity or communication BEGIRA has elaborated three videos to raise awareness about nonsexist publicity and communication

Publicity and communication influence our perception of reality through the repetition of images and messages that stimulate the critical acceptance of certain values, behaviour models and lifestyles. In both publicity and communication they continue to use markedly sexist elements that socialise and normalise discriminatory social roles for women and men; they present people as superior or inferior in human dignity depending on their sex or they even justify, trivialise or incite violence against women. These models and prototypes are in clear disagreement with the educational and social goals that aim to achieve equality between women and men. Defending a media content does not mistreat, degrade or present women as inferior and that they offer an image of women and men as a reflection of the social reality to which we aspire is a priority of the Begira Commission.

The aim of these videos is to disseminate the code of ethics and self-regulation for non-sexist advertising and communication, and to provide guidance for non-sexist advertising and communication.