Jury Coordination and Notes

Mascots Matter: Gender and Race Representation in Branding

Mascots Matter: Gender and Race Representation in Branding
Presented by Geena Davis Institute on Gender in Media

How are products being marketed to children through brand mascots? And what role does gender and race play? Are boys and girls being marketed to differently and if so how does that effect the way they perceive gender roles? Join us as we answer these questions and present the first findings from our Mascots Matter: Gender and Race in Branding Study. Panelists include: Tiffanie Darke, Moderator, Editor in Chief, A+E channels History, Biography and A&E; Sarah Barclay, Global Executive Creative Director, J. Walter Thompson New York; Madeline Di Nonno, CEO, Geena Davis Institute on Gender in Media; Torsten Gross, Executive Planning Director, J. Walter Thompson New York; Courtney Parker, Writer; Laura Treviño, Vice President, Marketing, The Jel Sert Company.

Mascots Matter: Gender and Race Representation in Branding
By Imani Baptiste-Green, KIDS FIRST! Film Critic, Age 16

The Geena Davis Institute on Gender in Media presented a Salon recently called Mascots Matter: Gender and Race Representation in Branding.  This salon touched upon varioua points of gender and race. The event’s main focus is on power, and how people succeed as long as they put their mind to it, no matter what the circumstances. The event was hosted by Madeline Di Nonno, CEO of Geena Davis Institute on Gender in Media, whom I had the pleasure to meet and talk with. The branding of mascots was discussed as how they convey the essence of brand marketing. This topic helped me formulate my own thoughts on the issues discussed.  

The atmosphere of this event has such a welcoming feeling, from when you walk through the front doors. I really enjoyed speaking with the other guests to get a better sense of the importance on how branding plays a role in how we view things! The mingling and meeting of new people made the night that much more memorable.

The five panelists shared their own stories which showed their strengths and the hardships that they still deal with, but embrace. For instance, being a woman of color, Courtney Parker, Executive Creative Director, JWT New York, expressed how she had to accept who she is in order to fight for what she wanted to do in life. And she has! I really admire every word that she had to say, especially since I too am a woman of color and have big dreams in life. She also quoted something her father once said to her: “There are two things that you will never be able to change and have to accept –  being black and a woman.” This really stuck with me, because I am now learning to embrace the skin that I’m in and loving it. Our society sends out so many hurtful stereotyping of people of color and women in general, which makes it difficult to work our way to the top. This event really enlightened how powerful women are and I adored it.

Torsten Gross, Executive Planning Director, J. Walter Thompson New York, was the only male panelist and had an amazing and powerful story to offer. He appeared to be very strong and comfortable, despite the fact that he has a disability. Not many people in this world accept people who struggle with disabilities, but Torsten did not let that affect his accomplishing what he wished to achieve in life. Sure, people treated him differently, but Torsten did not let that define who he is as a person. That too is a powerful message that was brought forward by this panel.

Women need to have a platform that gives them a place to show their projects and uniqueness that men cannot always offer. Their voices need to be brought forward and heard because, even though we are not men, we are equally important and have the same or more to offer. Our creativity needs to be expressed throughout the world and acknowledged! Without women, there would be no world!

Photo: Imani B. G. and mother
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