SAO PAULO, Dec. 8, 2016 /PRNewswire/ -- According to the University of Cambridge, the toys a child plays with contribute to social stereotyping. Many toys such as doll-houses and play-stoves are found in the girl's section of the store, while adventure toys, toy tools and cars are in the boy's section.
If these are the only gifts we give, we create a social stereotype that leads to future prejudice, such as the woman's place is in the home, or the man must know how to drill a hole or drive the better car. Also, it often limits professional choices, which is why we see fewer women in the exact sciences such as engineering, for example.
Seeking to fight these labels, the White Flags NGO, which recently received a number of film and advertising awards at Brazilian and international festivals, created a spin-off derived from its last campaign, "Letter to Jack". In "Dear Santa Claus", Laura narrates her frustrations with the old man, as in recent years all she has gotten for Christmas is makeup, doll-houses and play-stoves. She tries to explain to him that she would like her toys to have more adventure when she plays.
This effort is based on day-to-day situations and aims to encourage parents, stepparents, godparents, aunts and uncles to choose other types of gifts this Holiday Season to break the stereotypes. According to the White Flags NGO, the campaign follows on the heels of "Letter to Jack", with English audio and Portuguese sub-titles as the problem is universal. Check it out at https://www.youtube.com/watch?v=rGqnxU8jXCE
According to the NGO, the idea is to create a number of situations experienced and told through the eyes of a child to fight stereotyping and prejudice and change the attitudes of society.
White Flags is a non-profit movement that uses creative communication to disseminate peace. It has already created 10 campaigns that have appeared in magazines, school books, expositions, festivals and movies around the world. It is the winner of over 20 domestic and international communication awards.
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SOURCE ONG Bandeiras Brancas