This post is a little different from what I usually write about, but it is something I loved and thought was worth sharing.
Recently, I have noticed more brands using regular, real-life, traceable people in their advertising. It is a shift that feels important and long overdue.
The first brand that caught my eye doing this was Airtasker, a company that connects tradespeople with people who need jobs done around the home.
The best person for the task
Airtasker’s print campaign centres around the theme of ‘the best person for the task’. It moves away from assumptions based on gender, race, ethnicity, and other outdated stereotypes.
In 2019, the best person for the job might look nothing like the characters you would have seen in a bad 1970s TV show. Society has moved on. The media we see around us must reflect that progress.
Today, more women work as tradespeople than ever before. However, stereotypes about what women can or cannot do still affect expectations. I imagine they also influence the number of bookings women receive through platforms like Airtasker.
Creating a more inclusive campaign, where the best person for the task does not always fit old-fashioned ideas, sends a positive message. It helps shift mindsets and is likely to boost bookings for a wider range of Taskers.
As Airtasker explained,
The aim of this campaign was to deliver Airtasker’s core brand message. Bias within society has become commonplace, and in most cases without intention, yet it still exists. The purpose of these outdoor adverts were to challenge stereotypes and celebrate the community of Taskers that have been thriving in our cities
Harshil Varsani
It is exciting to see advertising move in this direction. Real representation has a real impact. I hope this is just the start of a much wider change.