shEqual wants to reduce sexist stereotyping in advertising to avoid reinforcing dangerous social norms

Advertising agency founder and gender consultant Bec Brideson beamed with pride when her 11-year-old daughter pointed out the students at her all-girls school were being taught muscle anatomy by studying a drawing of a male body.

“My daughters have been trained to look to notice that male default and see that it’s all around them,” Brideson said.

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