Unstereotype me
A unique experiment in marketing science conducted by academics Lasana Harris and Gorkan Ahmetoglu from UCL, 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 film explored whether DNA analysis, aimed at giving participants a greater insight into their origins, coupled with a workshop on behavioural change, could help to broaden the way people see themselves and the world around them. In doing so, UCL hypothesised that participants would be more open to questioning how they might inadvertently stereotype people in advertising, giving them a fresh view of how to commission creative ideas that advance progressive, inclusive and unstereotypical portrayals of people.
Director Sophie Robinson
Producer Karen Katz
Director of Photography Amy Newstead
Client Unilever
Production Company So&So Pictures
2019
