Christmas is the perfect time to continue working to achieve real equality between women and men, as toys teach children about values. In view of this, the Equality and Diversity Department of the Town Hall has presented a campaign to remind that toys should not be sexist.
Under the slogan ‘‘Campaña del juego y el juguete no sexista: La igualdad está en juego’ (Campaign for non-sexist toys and games: Equality is in game), the councillor for Equality and Diversity, Natalia Martínez (PSOE), has recalled this week at a press conference that the aim is to achieve a completely egalitarian society, in order to create “awareness so that the toys that are given as gifts this Christmas have an impact on the idea of not promoting sexism”.
For Martínez, “even today, according to the latest study by the Andalusian Women’s Institute on gender roles and stereotypes, 38% of advertising is aimed at girls, as it is still related to caring, to being mothers, to being a wife and to totally ‘feminised’ professions”.
On the other hand, according to this study, in 50% of advertisements aimed at boys, they are cast in the role of superheroes, pilots and doctors, which are more ‘masculine’ professions.
In this regard, the councillor recalled that “there are three fundamental keys to be able to eliminate non-sexist advertising in all media, meaning that we must stop differentiating between pink colours for girls and blue colours for boys; girls must not be sexualised, because we still see how there are very young girls who are taking on the role of older women” and “promoting inclusive language and egalitarian images are also fundamental to achieving this objective”, Martínez stressed. As the councillor for the Department for Equality in Mijas pointed out, “children learn how to socialise by playing with the different toys that their families and society make available to them, which is why I encourage all families and friends to make sure that they purchase and give equality as presents this Christmas”.
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