Science Against Stereotyping

A unique experiment in marketing science conducted by academics at University College London, as part of Unilever’s Unstereotype initiative, showed a “statistically significant 35% reduction in stereotypical thinking” and a “significant change in original thinking” amongst those who took part. The project explored whether DNA analysis, aimed at giving participants a greater insight into their origins, coupled with a workshop on behavioral change, could help to broaden the way people see themselves and the world around them. In doing so, UCL hypothesized that participants would be more open to questioning how they might inadvertently stereotype people in advertising, giving them a new view of how to commission creative ideas that advance progressive, inclusive, and unstereotypical portrayals of people.

Closeup #FreeToLove

We often hear of couples who lose out on their love in the face of barriers like age, gender, caste, religion. But how often do we hear about the success stories…about those who didn’t give up on their love and found support? Here is a story of 3 real couples who encountered barriers in their love but kept going despite these barriers. They faced opposition but did not give up. And as fate would have it, they found guardian angels to support their love. Closeup India partners with Dhanak to provide support to couples and encourage them to be #freetolove.

Royal Air Force: No Room For Clichés

Actions, not clichés, should define women. Every role in the RAF is open to everyone. From spare time to the front line.

COVERGIRL – #GirlsCan

A movement with a mission to empower young women to overcome barriers, break boundaries and be the next generation to rock the world. At a time when girls are preparing to go back to school and they, along with their mothers and fathers, are thinking about the future, COVERGIRL aims to inspire more women and girls to strive to make strides in areas where women are currently underrepresented, from technology and engineering to media and sports, to entrepreneurship and beyond.

Pantene: Labels Against Women

Pantene’s ‘Labels Against Women’ digital ad exposes a gender bias double-standard: Men and women exhibit the same behaviors but are labeled differently.

The #FreeToLove movement created by Closeup tells the story shaping its core ideology via the medium of a short film. In the 4 mins 20 secs clipping, various stories of long lost lovers are intertwined together. All the sabotaged love stories have one thing in common: society’s unwanted intervention. The couples portrayed in the film had to part ways in their respective relationships owing to the boundaries stipulated by society on the concept of love. Prejudices based on caste, religion, sexual orientation, and more proved to be the enemies of love in the tales brought alive in Closeup’s campaign. However, all the couples in the film continue to harbor admiration for the moments spent together with their once better-halves despite their culminated relationships.

Closeup Free To Love Movement

#FreeToLove is an attempt to give a voice to all the lovers who are bounded by society’s unjust limitations exercised on the universal right to love. Anybody can share his/her/their story by using the hashtag.

We feel that Lost Loves is a humanitarian initiative that advocates the fundamental right to love freely. The campaign owes its impact to its strong core message.

Share your support to the #FreeToLove Movement here

Tags:
Closeup India, Lost Loves, Closeup commercials, Digital, Love, #FreeToLove