STOCKHOLM - Hygiene and health company Essity has joined the the Unstereotype Alliance, a thought and action platform convened by UN Women, with the mission to eradicate harmful stereotypes in media and advertising content.

The Unstereotype Alliance seeks to eradicate harmful stereotypes from advertising and media to help create a more equal world. Convened by UN Women, an organisation within the United Nations dedicated to gender equality and the empowerment of women, the Alliance collectively acts to empower people in all their diversity by using advertising as a force for good to drive positive change all over the world.

Essity says it has a long history of breaking taboos, raising awareness against bias and acting for equality. For example, it has conducted campaigns through its feminine care brands Bodyform/Libresse/Nosotras/Saba, and the global market leading incontinence care brand TENA, such as “Blood Normal” which was the first TV advertisement for period products to replace blue liquid with a more representative red, “Viva La Vulva” and “Befriend your Body” which helped normalise the conversation about the female body, and “The Last Lonely Menopause” which encouraged conversations about menopause. 

“Essity has presence in 150 countries, and we take great responsibility in building our brands with our consumers and customers in a responsible and inclusive way,’ said Tuomas Yrjölä, president global brand, innovation & sustainability at Essity. “By joining the Unstereotype Alliance we want to contribute to accelerating progress and look forward to collaborating with UN Women and peers worldwide to empower people in this endeavour.”