WORK: Inspiring Girls charity addresses gender stereotyping in children’s cartoons

Released for International Women’s Day, this film for the Inspiring Girls charity points out the limited representations of girls and women in children’s cartoons and raises questions about how these ‘role models’ will shape girls’ aspirations and ingrain gender stereotyping. The film is directed by Sophie Marka at Strange Beast production company and features her talking about her own frustrations about the subject and stating that it is time to ‘redraw the balance’.

The film is supported by posters showing four imaginary cartoon characters – Cathy The Carpenter, Sally the Scientist, Angela the Astronaut, and Carla the Coder – which could help redress (or of course, redraw) the balance. Agency: MullenLowe London; CCO: Jose Miguel Sokoloff; ECD: Richard Denney; Creatives: Katrina Encanto, EJ Galang; Print illustrators: Lizzie Campbell (Angela), Abigail de la Cruz (Carla), BETOWERS (Cathy), Ariane Pelissoni (Sally)