Essity joins UN initiative in its fight against stereotypes in advertising

Essity, a leading hygiene and health company, joins the Unstereotype Alliance, convened by UN Women, in its commitment to combat harmful stereotypes in advertising and media. This alliance, promoted by UN Women to promote gender equality and women’s empowerment, seeks to use advertising as a tool to drive positive change around the world, advocating for diversity and inclusion.

Essity and its brands have excelled in promoting equality and inclusion through campaigns that challenge taboos and stereotypes. Examples include the Bodyform/Libresse/Nosotras/Saba and TENA campaigns, such as “Blood Normal,” the first television commercial to depict menstruation with a red liquid instead of the traditional blue, as well as “Viva La Vulva” and “Befriend your Body,” which normalize the conversation about the female body. In addition, “The Last Lonely Menopause” encourages dialogues about menopause. Essity and its brands continue to lead initiatives that promote awareness and acceptance of body and gender diversity.

Tuomas Yrjölä, President of Global Brand, Innovation and Sustainability at Essity, said “Essity has a presence in 150 countries and we take great responsibility in building our brands with our consumers and customers in a responsible and inclusive way. By joining the Unstereotype Alliance we want to contribute to accelerating progress and look forward to collaborating with UN Women and our peers around the world to empower people in this effort.”

Since 2016, Essity has been a partner of the United Nations Foundation, prioritizing Goal 5: Gender Equality in its commitment to the Sustainable Development Goals.