Musk’s SpaceX set for debut astronaut mission, renewing NASA’s crewed launch program – Hardware- Tempemail – Blog – 10 minute

Entrepreneur Elon MUS$k’s SpaceX is set to launch two American astronauts to the International Space Station on Wednesday from NASA’s Kennedy Space Center in Florida, ending the US space agency’s nine-year hiatUS$ in human spaceflight.
California-based SpaceX’s Crew Dragon capsule carrying astronauts Doug Hurley and Bob Behnken and its Falcon 9 rocket is due to lift off at 4:33 p.m. EDT (2033 GMT) on Wednesday from the same launch pad US$ed by NASA’s last space shuttle mission in 2011.
President Donald Trump and Vice President Mike Pence will view the launch in person, a White HoUS$e spokesman said.
For MUS$k, SpaceX and NASA, a safe flight would mark a milestone in the quest to produce reusable spacecraft that can make space travel more affordable. MUS$k is the founder and CEO of SpaceX and CEO of Tesla Inc.
“Bob and I have been working on this program for five years, day in and day out,” Hurley, 53, said as he and Behnken, 49, arrived at the Kennedy Space Center from Houston last week. “It’s been a marathon in many ways, and that’s what you’d expect to develop a human-rated space vehicle that can go to and from the International Space Station.”
NASA, hoping to stimulate a commercial space marketplace, awarded US$3.1 billion to SpaceX and US$4.5 billion to Boeing Co to develop dueling space capsules, experimenting with a contract model that allows the space agency to buy astronaut seats from the two companies. 
Boeing’s CST-100 Starliner capsule is not expected to launch its first crew until 2021.
NASA Administrator Jim Bridenstine declared the mission a “go” last week at Kennedy Space Center after space agency and SpaceX officials convened for final engineering checks.
SpaceX successfully tested Crew Dragon without astronauts last year in its first orbital mission to the space station. That vehicle was destroyed the following month during a ground test when one of the valves for its abort system burst, causing an explosion that triggered a nine-month engineering investigation that ended in January.

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Inside Lifebuoy’s mission to get the world handwashing- Tempemail – Blog – 10 minute

10 years ago, Unilever soap brand Lifebuoy set out on a mission to educate one billion people about handwashing by 2020. The brand has hit its target, just as the coronavirus pandemic – and put humble handwashing on the agenda.
Over the last decade, while social media users in developed markets laughed at the notion that people needed to be told to wash their hands, Lifebuoy expanded its education and social responsibility efforts from emerging markets to countries like the UK, one of the countries now worst-hit by the virus.
Lifebuoy set what it called an ‘audacious target’ of educating 1 billion people about hand washing by 2020 back in 2010, as part of the Unilever Sustainable Living Plan (USLP). The target was set based on the finding that one child dies from pneumonia or diarrhoea every 23 seconds somewhere in the world; education around handwashing could potentially play a large part in reducing such fatalities.
Tempemail spoke with Unilever global vice president of Skin Cleaning, Samir Singh, who says the latest initiative with the UK government was intended to scale its existing brand purpose efforts and reach another 1 billion people.
“All the work Lifebuoy is doing to reduce the spread of the outbreak is inspired and driven by the brand’s purpose of saving lives and helping people fall ill a little less often. We mobilized quickly and acted at speed following public health guidelines to raise awareness of handwashing with soap as a key measure to stay protected,” he says.
Core to the message was speed, but also prioritising the public service element and asking people to use any soap, not just its own – a new route for the brand.
“Within 12 hours of news of the outbreak, we collaborated across our teams to coordinate a response. Our message was clear: wash your hands with soap, not just Lifebuoy, but any soap, even that of our competitors – something we’ve never done before. Within 24 hours this public service announcement was shared all over the world. We’ve reached 1 billion households already and will continue to amplify it wherever and whenever we can,” he says.
Unilever is also donating over 20m products around the world to frontline workers, using its factories to scale up production for people who work as health workers, caretakers or taxi drivers, for example.
Despite renewed efforts and heightened demand, hygiene education is nothing new for Lifebuoy. While the last 10 years have been all about scaling-up on its mission, it’s had over 125 years of experience using education as a marketing tool.
Singh offers a potted history of the brand: “If you want to understand Lifebuoy, you need to understand our history. When our founder, William Lever, first launched the Lifebuoy soap brand in the 1800s, it helped fight the spread of cholera in 1893. Soap was also crucial in reducing the spread of the Spanish flu in 1918, the 2003 Sars outbreak and the H1N1 flu in 2009.
“In 2010, Lifebuoy launched the ’Help a Child Reach 5’ campaign, designed to change hygiene behaviours and reduce child mortality rates instilling good handwashing habits across the world. We started off in three countries and have now reached 1 billion people in 30+ countries, making this the largest behaviour change program in the world through on-ground programmes and communication.”

Lifebuoy’s heritage supporting hygiene decisions amid health crises has helped the brand navigate its dual role in the current moment – custodian of a public service message, and a commercial enterprise. Singh is keen to stress that Unilever sees is handwashing drive as a means to ending the virus.
“I’d like to stress that this pandemic is bad for us, as individuals, as a society as a global economy and as Unilever. We are doing everything possible alongside our governments and public health organizations to help minimize and end it.
“Lifebuoy’s products and our social responsibility are intrinsically linked. Lifebuoy’s purpose is grounded on our social responsibility to keep society protected from infections, and we are doing this by ensuring our products reach the most people as quickly as possible. We believe this is the time for everyone to come together for a bigger cause,” he explains.
Authenticity is important to Singh. In fact, it’s the first part of three pieces of advice that he offers to brands that want to play a role in social responsibility marketing or public service messaging.
“My advice would be to look at three things: authenticity, responsibility and consistency and scale,” he says. Authenticity is number one, Singh asserts, because corporate purpose needs to be in a brand’s DNA. “It can’t be invented artificially during the time of crisis. People very easily see through that kind of purpose washing,” he notes.
Singh says responsibility is actually an expectation during tougher times as people lean on brands and institutions to do the right thing. He says this is the anchor for being neutral in the soap people use and links to government resources.
Finally, he says, a company can’t have an impact at scale without consistency. He says: “Brands need to do tangible things on the ground that make a difference, rather than only talk about things in communications and advertising.”
Scaling the partnership with the UK government to reach its new one billion person target is next on the agenda; the brand has sought an extensive list of channels and partnerships to do this. It launched a ’#dothelifebuoy’ challenge globally on TikTok to help people understand the correct duration and method for washing hands, which has hit over 50 billion views. It’s launched myth-busting content on Facebook and Google, with its influencer campaign on Instagram reaching over 8m people.
It’s also making sure its charitable work is effective, partnering with UK Aid and global NGOs such as Unicef, Wateraid, UNHCR and Save The Children.
“When we first embarked on our public service information campaign, we were conscious of the important role we can play in propagating proper hand hygiene habits in the wake of the scale of this pandemic. However, no matter how important messages are, we know people become desensitised to them after a while and thus we are looking at different ways to keep people engaged and reminding them of the importance of hand hygiene,” he explains.
With many countries tipping into the third or fourth month of pandemic disruption, finding new and positive ways to stay relevant and educate will be a hard task for Lifebuoy. The heritage it brings to its messaging will add weight, but creativity and new thinking will be necessary for it to keep having an impact.

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Keeping Mission Critical Facilities up and running in the midst of the Covid 19 crisis. Server Rooms and Data Centers up and running- Tempemail – Blog – 10 minute

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By Dinesh Gupta, Director, Bry-Air
Never has the need for Servers and IT infrastructures to be hundred percent up and running felt more by everyone working than in the last few weeks. Servers have become a lifeline for every company and their employees during this lockdown.
Large Data Centers have always been recognized as mission critical facilities as they are the backbones of banks, telecom, large firms and consultancies, etc. However, what has come into focus in the last few weeks are server rooms of every big and small company, as employees have being working from home and thus, the “well-being” of IT infrastructure during this COVID-19 pandemic is utmost important. And, as we have all been hearing in the last couple of weeks, work from home may be the new norm in days to come even after the lockdown is lifted.
So, what happens when the Data Centers shuts down or stops working for some reason? Our lives will come to a standstill and there is likely to be chaos all around. Thus, maintenance and upkeep of Data Centers, either at company owned sites, co-location sites or server rooms to ensure 100% uptime and reduce downtime to minimal is the goal of all IT Heads. The uptime classifications of data centers as prevalent is Tier I, Tier 2, Tier 3 and Tier 4 specifying the acceptable uptime going up to 99.99%.
Corrosion – a reason of failure for servers
There are many aspects which can cause a server to fail, some recognized and as a result, precautions taken and some causes not really ‘known or understood, and thus, no precaution taken. It is about this ‘unknown’ cause… the impurity in the air, the corrosive gases present in the ambient air , we will focus today .There are gases like H2S ,SO2,NO2, NH3, Cl2 etc. ever present in the air, more so in the swanky offices which have come up on landfills, e.g. Malad (Mind Space) in Mumbai, or next to sewage drain, areas in Noida, or simply near a high traffic zone, almost every pocket in the major towns.
These gases and other corrosive impurities are usually “sucked” in through the aircon systems, as we all know, data centers need to be kept cool. Once inside the server rooms and data centers, these gases cause micro corrosion in the PCBs resulting the PCBs to fail and thus, cause downtime. The best way to handle this massive problem is to ensure that the corrosive gases are filtered out by using Gas phase filtration systems.
It is best to check the level of corrosivity in the air in the server rooms and types of gases present with an Atmospheric Corrosivity Monitor and then use Data Center Gas Phase filtration systems to filter out these corrosive gases before they damage micro circuitry of PCBs . Easy to implement but the right and timely diagnosis is important. Just like many essentials taken into consideration while designing, managing, upgrading a server room or data center, it is important to have Gas Phase Filtration Systems to be on the list of essentials to avoid downtime nightmare and replacement costs.
Protecting the Datacom equipment and servers from any potential contamination threat is a vital step in ensuring the good health and continued viability of your Datacom equipment and servers. The ultimate solution to corrosion lies in Gas Filtration, which involves passing the contaminant-laden air stream through a gas adsorbent impregnated with neutralizing chemicals placed in a properly designed housing. This situation of corrosion in server rooms or data centers can be minimised or avoided if the center is equipped with a gas filtration system.

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Pala Band of Mission Indians Announces Temporary Closure of Pala Casino – Tempemail – Blog – 10 minute

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In an effort to protect the health and safety of guests and team members and to further prevent the spread of novel coronavirus (COVID-19), the Pala Band of Mission Indians today announced the temporary closure of Pala Casino Spa & Resort on Friday, March 20 at the close of business. Pala Casino will continue to monitor this evolving situation and reopen to the public when it is safe to do so.
“After careful consideration, the Pala Band of Mission Indians felt that the decision to temporarily close Pala Casino is absolutely necessary as we work to protect our guests and team members and further prevent the spread of the coronavirus,” said Pala Band of Mission Indians Chairman Robert Smith. “We are thankful for the dedicated medical professionals who are working tirelessly to contain this pandemic and send our sympathies to all that are directly affected by this tragedy.”
While Pala Casino has no reported cases of COVID-19, the Pala Casino Management Team has been carefully monitoring developments and following guidance recommended by the Centers for Disease Control and Prevention (CDC) by increasing cleaning protocols, providing hand sanitizing stations to guests and team members throughout the property and posting CDC signage to encourage guests and employees to practice good personal hygiene.
“The Pala Band of Mission Indians and the entire leadership team at Pala Casino Spa & Resort maintain an unwavering commitment to the health and safety of our guests and our employees as we navigate these challenging circumstances together,” said Fred Buro, CEO of Pala Casino Spa & Resort. “We will continue to carefully monitor this public health crisis and follow the advice and guidance of federal and state officials and public health agencies.”

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Joint Russian-European Mars mission postponed over coronavirus – Strategy- Tempemail – Blog – 10 minute

A full-size model of the ExoMars entry, descent and landing module.

A joint Russian-European mission to send a rover to Mars has been postponed by two years because its final phase has been compromised by the coronavirus outbreak in Europe, the European and Russian space agencies said on Thursday.
The launch of the second ExoMars mission was initially planned for July or August of this year.
But the two space agencies said they were now postponing its launch until a date between August and October 2022.
“…The parties had to recognise that the final phase of ExoMars activities are compromised by the general aggravation of the epidemiological situation in European countries,” Roscosmos, the Russian space agency, said in a statement.
The mission plans to place a rover vehicle, the Rosalind Franklin, on the surface of the red planet to help scour it for signs of past life.
The agencies said the decision to postpone had been a tough one, but had been motivated by the need for extra time to carry out essential tests.
Dmitry Rogozin, director general of Roscosmos, said engineers were struggling to travel to manufacturing locations involved in the project due to travel restrictions introduced to try to stop the spread of the coronavirus.

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Square Enix released a demo for the first mission in Final Fantasy VII Remake – Blog – 10 minute

Highly anticipated: For some, Final Fantasy VII Remake cannot come soon enough. To tide them over, Square Enix has released a demo. It should also serve as a good example for those of us still unsure whether the reboot will be any good.
If you have been on the fence as I have about the upcoming Final Fantasy VII Remake, you might be interested to know that Square Enix has just dropped a playable demo. The trial includes the first chapter of the game — the Mako Reactor bombing mission all the way through the escape.
Square Enix is treading the tightrope with the reboot since it is straying quite far from the JRPG origins of the 1997 title. The team is introducing new characters, monsters, and lore.
Also, instead of menu-based “Active Time Battle” system (ATB), players will engage in more an action-RPG style of play controlling the character in real time. However, the devs have included a “Classic Mode,” which plays more like the original ATB system.

It’s enough to upset the purists, but not enough to make it a terrible game, especially for a newer audience. It will boil down to how well executed it is. Fortunately, Square Enix is giving us a try-before-you-buy taste.
The Final Fantasy VII Remake demo is available on the PlayStation Store. Those who download the demo between now and May 11 can also get a free PS4 theme to go with it.
The developers put off the original March 3 release date to an unspecified time in April so they could give it a final “polish.” They now have the PlayStation 4 exclusive slated for April 10, 2020. It will reportedly be available for Xbox and PC next year.

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Twitter On A ‘Mission To Verify’ By Labeling ‘Manipulated Media’- Tempemail – Blog – 10 minute

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In an effort to fight the menace of fake news, the microblogging platform Twitter has initiated a move to label fake news as ‘manipulated media’. The platform indulges news and opinions in tweets from high profile individuals and hence, attracts a lot of fake news as well. The site has said this labeling would help not mislead people and go to the extent of removing tweets that could potentially cause harm to people’s safety or suppress voters.
“It’s our responsibility to create rules on Twitter that are fair and set clear expectations for everyone on our service.” begins Twitter’s latest blog
A warning will be flashed to individuals before they share or like or retweet tweets that are manipulated media. The visibility of these tweets will be reduced on the platform so they don’t garner attention. There will also be a landing page created to give more understanding and clarifications for the same.
On March 5, 2020, Twitter’s teams will begin labeling Tweets that altered and fake. Their plan to identify factors determining manipulated media is explained on their blog.

Our new rule: You may not deceptively share synthetic or manipulated media that are likely to cause harm. In addition, we may label Tweets containing synthetic and manipulated media to help people understand their authenticity and to provide context. https://t.co/VN8uGyVJgq
— Twitter Safety (@TwitterSafety) February 4, 2020

This comes at a time when the spread of fake news has been rampant across the globe and the haunting rise of deepfake videos which make it difficult to differentiate from the real video. The platform has also mentioned they will also be vetting video and audio files, subtitles and if the media is fabricating the image of a real person.
However, Twitter stays adamant about working to fight this problem. Their blog ended saying-“This will be a challenge and we will make errors along the way — we appreciate the patience. However, we’re committed to doing this right. Updating our rules in public and with democratic participation will continue to be core to our approach.”

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AA pushes brands, agencies and media to be more ‘responsible’ in new mission- Tempemail – Blog – 10 minute

The Advertising Association (AA) is looking to rebuild trust in advertising by steering brands, agencies and media to be more ‘responsible’ in the way they work.
The trade body is poised to unveil its new mission statement today (30 January) at its Lead summit, where it will pledge “to promote the role and rights of responsible advertising and its value to people, society, businesses and the economy.”
Developed under the guidance of the AA’s Council, its president Keith Weed and the AA’s board, the mission statement is part of a three-year strategy with three key work streams – ‘Responsibility, Trust and Growth.’
It follows on from AA research from 2019 that found that the public’s perception of the value of advertising had hit a record low of 25%. To put that in perspective, in 1992, that figure was 48%.
The findings come amid tubulent times in the ad industry’s history, as advertisers grapple with issues around brand safety and climate change, after the advertising industry was put in the spotlight by activist group Extinction Rebellion.
Last week, the AA established a Climate Action group, with members of other trade bodies, advertising agencies, brands and media owners. The initiative was set up as a way for it to coordinate the industry efforts to take action against climate change.
The three-year ‘Responsibility, Trust and Growth’ strategy is the result of a six-month consultation with more than 40 representatives from across the industry, all of whom are leaders of agencies, brands, media and fellow trade associations.
As President of the AA, Weed claims that rebuilding trust is at the heart of his tenure and stresses that “ensuring advertising is responsible is a crucial factor in achieving this goal; the two things are symbiotically linked.”
He said the new mission is “deliberate in its objective to value the importance of responsible advertising to the people we serve, the society we operate in, the businesses that rely on our services for growth and to the UK economy including the many jobs we help to create.”
The AA kicked off its work on its trust workstream last year, collating a five-step plan aimed at rebuilding public trust in UK advertising. The plan tackled bombardment, excessive frequency, increasing awareness of self-regulation, data privacy and showing how brands can drive societal change.
To encouraging more responsibility practice, the AA has pledged to provide leadership and guidance on the standards expected of UK advertising. It said this will include the development of a new Responsibility Framework for the industry and the formation of new working groups around issues including Climate Change.
To tackle growth, the AA has said it will support advertising’s role as a key driver of competition and innovation. The trade body said this will include the formation of its UK Advertising Exports Group and the second year of its role as UK representative for Cannes Lions.
Stephen Woodford, chief exec AA, said: “Our Council has been very clear about the central importance of responsibility for the direction it would like us to steer the industry. The new mission provides a strong foundation to be clear about what we believe is responsible advertising. This means we will be putting a laser-sharp focus on how our industry best serves the people and the economy of the UK through all the work that we do over the coming months and years.”

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Good-Loop secures $1.6m seed funding to drive social good mission- Tempemail – Blog – 10 minute

Ethical video platform Good-Loop has secured buy-in to the tune of $1.6m, with significant investment from You & Mr Jones, a brand tech group founded by former Havas chief executive David Jones.
The seven-figure investment underscores growing social responsibility in the commercial sphere with 180 US firms agreeing to emphasise social good as much as financial performance following an announcement at The Business Roundtable.
The capital will finance the expansion of Good-Loop’s commercial team in the US and Europe.
Amy Williams, co-founder and chief executive of Good-Loop commented: “This round of funding will help Good-Loop to further our mission of connecting people, brands and good causes around the world. Bringing You and Mr Jones and our other investors into the business at this stage will add a huge amount of value above and beyond cash as we prepare to scale up our operations.
“With industry luminaries like David Jones supporting us, we’ll be well-positioned to deliver innovative marketing technology, industry-leading social insight and truly impactful brand purpose.”
Good-Loop has raised over half a million pounds for charities by helping firms such as Co-op, Unilever and Nestle to tap into programmatic technology to make good on their brand purpose commitments.

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Is adland’s mission for female empowerment having the opposite effect?- Tempemail – Blog – 10 minute

It was last year that the Advertising Standards Authority (ASA) announced its stricter gender stereotyping rules, with VW and Philadelphia the first brands to fall foul prompting a frenzied discussion about the implications for adland. While many – myself included – were entirely in favour the principles, most of the debate surrounded their interpretation.
There is little to add to the conversation around the specific adverts; the dust has settled on the Philadelphia conveyor belt. However, in our efforts to avoid the stringent hand of the ASA in future and to continue our well-intentioned quest for female empowerment, I believe we face new risks. Not only are we in danger of promoting new and equally harmful stereotypes but, taken too far, we may dismiss traditional roles that are not only a reality, but an aspiration for many women.
The tyranny of the ‘strong woman’ archetype
It goes without saying that the intention behind the new rules is admirable. We know that stereotypes – gender or otherwise – can determine people’s beliefs about themselves and others and, as the ASA have stated, harmful stereotypes can “[impact] people’s choices, aspirations and opportunities.” However, underpinning the rules (or certainly their subjective interpretation) is a value judgement not only of what is harmful, but equally of what is aspirational.
Strength, success and power are masculine codes; child-rearing, housekeeping and sensitivity are feminine codes. Both sets can be aspirational and both, when used repeatedly for either gender, can be harmful.
As we strive to free women from the stereotypical shackles of their gender, we have started to create a new stereotype; that of the “strong woman”. This extraordinary, glass-ceiling smashing, boardroom-leading, marathon-running paragon of female excellence is fuelling anxiety. Particularly because it is not only attitudes that need to be shifted to help women thrive, but structural and economic systems.
The language of the “strong woman” abounds in advertising and pop culture alike. We encourage our daughters to be “Rebel Girls”, we celebrate films with strong female leads and, of course, our adverts rally women with messages like “Be remarkable”, “Dream Crazier” and “You can be anything”. Each of these is galvanising individually, but the increased prevalence of such rallying cries is starting to feel like an assault on ordinary. It is not enough for us to be, we must represent.
With the pressure to do it all, it’s unsurprising that significantly more women than men are suffering from stress (81% vs. 67%). Meanwhile, young girls are entering the world, cajoled by messages that they can be anything they want to be and are feeling overwhelming pressure as a result. Treatments for anxiety amongst children and teenagers in 2017-18 were almost double that of the previous year, with 88% coming from girls. Sadder still, in a period where we have never been more aware of women’s potential, the number of girls aged 7-21 saying they’re “very happy” has almost halved over the last decade, with just 25% identifying as very happy.
Returning to the ASA’s concerns about “harmful” stereotypes, it is interesting they caution against suggesting that an individual’s happiness should depend on conforming to an idealised gender-stereotypical physical appearance, yet no such rule exists to prevent us from linking an individual’s happiness to an idealised intellectual or career-related pursuit.
Naturally, this is not a female-gendered stereotype, but is over-valorising women’s professional success and entrenching the pressure to ‘have it all’ not just as harmful?
As Times journalist India Knight asserted, “I don’t stay up at night wanting my daughter to be a CEO. I stay up wanting her to be happy.”
If she mustn’t see it, she shouldn’t be it?
The second risk of taking the guidelines too far is that we start to neglect and belittle women who occupy traditionally gendered roles.
Too often the battle for female empowerment focuses primarily on women’s individual success in the public realm of work. By contrast, family life is not only relegated in importance, but often associated with the suppression of women’s freedom. However, as David Goodhart points out in his 2017 book A Road to Somewhere, “The focus on career equality and the downplaying of the private sphere reflects more the interests of middle-class women who work full-time”.
This critique could also be levelled against the new stereotypes and messages pushed out in adland. Adding fuel to the “filter bubble” fire, Reach Solution’s The Empathy Delusion report shows that people in advertising and those in the mainstream tend to have different “moral foundations” and intuitions about what is right and wrong. This has led to a disconnect and a lack of empathy for mainstream views, as we view things through our WEIRD (Western, Educated, Industrialised, Rich and Democratic) biases.
It is telling, for instance, that just 28% of advertising professionals agree that men and women have different roles to play in society, compared to a heftier 40% of mainstream audiences. However, both groups share “a focus on fairness and preventing harm”. In other words, our desire for equality is the same; where we differ is on what that looks like.
Of course, we have a responsibility to advance the empowerment agenda and promote progressive characters. However, we need to ensure that in doing so, we don’t marginalise women who define their success in the private realm. If we continue to favour the “strong woman” archetype, at best, we will project images of a supposed elite that lack relevance; at worst, we may effect a symbolic erasure of traditional (yet empowered) women in advertising.
I whole-heartedly support the notion that “If she can see it, then she can be it”. However, in guarding against traditional gendered roles we are in danger of projecting the message that “Because she mustn’t see it, she shouldn’t be it”.
A plea for nuance
In assessing how we move forward, it is worth remembering that the definition of a stereotype is “a widely held but fixed and oversimplified image or idea of a particular person or thing”. Within the confines of advertising media, it is all too easy to resort to shortcuts and heuristics to quickly convey ideas. Whether gendered or not, these oversimplifications and repeated tropes undoubtedly have the potential to cause harm. To right wrongs, we often lead with extremes. Instead, we should strive for variety, for complexity, for female characters that can just be, rather than represent. To paraphrase The Guardian journalist Barbara Essen, in the fight for gender equality the first casualty is so often nuance.
Laura Sammarco is senior strategist at Engine UK.

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